Pengaruh faktor internal perilaku membeli generasi milenial terhadap produk merek Uniqlo

Anastasia, Kezia Lady (2020) Pengaruh faktor internal perilaku membeli generasi milenial terhadap produk merek Uniqlo. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
Preview	Text (Abstract.pdf) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (105kB) | Preview
Preview	Text (Toc.pdf) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (271kB) | Preview
Preview	Text (Chapter 1) Chapter 1 .pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (332kB) | Preview
	Text (Chapter 2) Chapter 2 .pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (422kB)
Preview	Text (Chapter 3) Chapter 3 .pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (742kB) | Preview
Preview	Text (Chapter 4) Chapter 4 .pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (401kB) | Preview
Preview	Text (Chapter 5) bab 5 .pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (230kB) | Preview
Preview	Text (Bibliography.pdf) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (167kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)

Abstract

Penelitian ini bertujuan untuk menyelediki efek dari setiap perilaku individu terhadap pembeli barang barang bermerek. Data yang diperoleh penelitian ini berasal dari mahasiswa Universitas Pelita Harapan konsentrasi marketing. Penelitian ini menggunakan metode nonprobability sampling dengan pengumpulan data melalui penyebaran kuesioner secara online. Data diolah dengan menggunakan teknik analisis uji asumsi klasik dan uji regresi berganda. Penelitian ini diawali dengan menganalisis data untuk objek dari penelitian ini lalu menganalisis data kembali sebanyak 30 responden untuk melihat hasil data dari objek yang telah ditentukan dan yang terakhir melakukan penyebaran kuesioner terhadap 180 responden. Dari hasil penelitian yang diperoleh, dapat dibuktikan bahwa terdapat berbagai faktor yang mempengaruhi perilaku membeli seorang individu di Universitas Pelita Harapan, seperti konsumsi yang mencolok, kebutuhan akan keunikan, perpanjangan diri, kesombongan diri, hedonisme, mencoba hal baru dan kesadaran akan nilai / This study aims to investigate the effect of each individual behavior on buyers of branded goods. The data obtained in this study came from Pelita Harapan University students concentrating on marketing. This study uses a non-probability sampling method with data collection through online questionnaires. The data is processed using the analysis technique of the classical assumption test and multiple regression test. This research begins by analyzing the data for the object of this study and then analyzing the data back as many as 30 respondents to see the results of the data from the object that has been determined and finally distributing questionnaires to 180 respondents. From the results of the research obtained, it can be proven that there are various factors that influence the buying behavior of an individual at Pelita Harapan University, such as conspicuous consumption, the need for uniqueness, self-extension, selfarrogance, hedonism, trying new things and awareness of values.

Actions (login required)

View Item