Analisis Faktor-Faktor yang Mempengaruhi Sikap dan Intensi Pembelian Terhadap Parfum Bermerek di Batam

Ocktovia, Tessha Ayu (2020) Analisis Faktor-Faktor yang Mempengaruhi Sikap dan Intensi Pembelian Terhadap Parfum Bermerek di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini dirancang untuk mengembangkan teori yang dipakai untuk meneliti dengan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Penelitian ini dilakukan untuk mengetahui hubungan signifikansi antara variabel fashion involvement, brand conciousness, social comparison, experiental needs sebagai variabel independen dan attitude towards sebagai variable intervening dan Purchase intention sebagai variabel dependen. Data yang digunakan dalam penelitian adalah data sekunder yang dikumpulkan dari hasil data yang diolah sesuai yang diharapkan oleh peneliti sehingga berlanjut sebagai penelitian. Hasil akhir pada penelitian ini adalah semua variabel independen berpengaruh signifikan positif terhadap attitude towards dan berpengaruh signifikan positif terhadap Purchase intention. ********************************************************************** This research was designed to develop a theory used to examine topic discussed by using descriptive and verification methods with quantitative approach. The research method was conducted to determine the significance of the relationship between fashion involvement variables, brand consciousness, social comparison, experiential needs as independent variables and attitude toward as intervening variable and purchase intention as dependent variable in research on branded perfume purchases in Batam. The data applied in this study used secondary data collected into information from the results of data that is processed as expected by researchers so that it continues as research. The final results in this study are all independent variables have a significant positive effect on attitude towards purchase intention and significant positive effect on Purchase Intention.

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