Fiona, Fiona (2016) Analisis Pengaruh Hedonic Motivation, Utilitarian Motivation, Information Search dan Perceived Price Terhadap Online Purchase Intention. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Penelitian ini bertujuan untuk meneliti pengaruh hedonic motivation, utilitarian motivation, information search dan perceived price terhadap online purchase intention. Dengan adanya internet sebagai salah satu tempat dalam membrowsing produk ataupun jasa, akan mempermudah konsumen dalam melakukan pembelian secara online. Sampel penelitian ini adalah konsumen pembeli online di Batam, dengan metode purposive sampling. Sebanyak 430 kuesioner yang dibagikan kepada konsumen pembeli online dibeberapa universitas, namun hanya 385 responden yang bisa digunakan dalam analisa penelitian. Hasil penelitian adalah terdapat pengaruh positif antara hedonic motivation, utilitarian motivation, information search terhadap purchase intention. Hasil lain adalah tidak ada pengaruh antara perceived price terhadap purchase intention.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | hedonic motivation, utilitarian motivation, information search, perceived price, purchase intention, online. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HJ Public Finance |
| Divisions: | School of Economic and Business > Management |
| Depositing User: | Feggy Alfa Syahfitri |
| Date Deposited: | 21 Jun 2018 05:19 |
| Last Modified: | 21 Jun 2018 05:19 |
| URI: | http://repository.uib.ac.id/id/eprint/631 |
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