Analisis Pengaruh Perceived Usefulness, Perceived Driving Safety, Perceived Risk, Perceived Price dan Perceived Value Terhadap Purchase Intention Pengguna Mobil di Batam

Tommy, Tommy (2016) Analisis Pengaruh Perceived Usefulness, Perceived Driving Safety, Perceived Risk, Perceived Price dan Perceived Value Terhadap Purchase Intention Pengguna Mobil di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh variabel perceived usefulness, perceived driving safety, perceived risk, perceived price terhadap niat membeli (purchase intention) pada pengguna mobil di Kota Batam dengan variabel intervening perceived value. Penelitian ini menggunakan 200 responden pengguna mobil di Batam untuk dijadikan sampel dalam kuesioner. Data yang telah diperoleh akan diuji dengan regresi linier berganda. Program SPSS versi 21 yang digunakan dalam pengujian penelitian ini. Hasil dari penelitian ini menunjukkan bahwa variabel perceived driving safety, perceived risk, berpengaruh signifikan negatif terhadapa variabel perceived value, sedangkan variabel perceived usefulness, perceived price berpengaruh dan signifikan positif terhadap variabel perceived value dan perceived value berpengaruh dan signifikan terhadap niat membeli (purchase intention). Kata kunci: Perceived Usefulness, Perceived Driving Safety, Perceived Risk, Perceived Price, Perceived Value, Purchase Intention.

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