Analisis pengaruh sensory experience, affective experience, behavioral experience, dan intellectual experience terhadap behavioral intention melalui cognitive engagement, affective experience, dan behavioral engagement pada pengguna iPhone X di Surabaya

Alexander, Bernard Julius (2021) Analisis pengaruh sensory experience, affective experience, behavioral experience, dan intellectual experience terhadap behavioral intention melalui cognitive engagement, affective experience, dan behavioral engagement pada pengguna iPhone X di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Teknologi adalah salah satu jenis perkembangan yang berkembang sangat pesat saat ini. Salah satu perkembangan teknologi yang sangat pesat adalah smartphone. Kurang dari 20 tahun, smartphone telah beralih menjadi prioritas utama dalam hidup setiap individunya. Salah satu merek smartphone yang memiliki nilai pangsa pasar yang tinggi dan banyak diminati pengguna adalah iPhone. Pada penelitian ini memiliki tujuan untuk menganalisis bagaimana pengaruh Sensory Experience, Affective Experience, Behavioral Experience, dan Intellectual Experience terhadap Behavioral Intention melalui Cognitive Engagement, Affective Engagement, dan Behavioral Engagement. Dan penelitian ini diharapkan dapat memberikan manfaat dalam menambah pengetahuan dalam bidang manajemen, terutama seberapa besar pengaruh yang dimiliki Brand Engagement untuk meningkatkan Behavioral Intention yang kemudian akan meningkatkan perkembangan dan kualitas dari iPhone. Penelitian kausal dan metode kuantitatif akan digunakan dalam penelitian ini dengan melakukan pengolahan data pada AMOS versi 22.0. Data akan dikumpulkan dengan melakukan penyebaran kuesioner terhadap 125 responden dengan karakteristik pria dan wanita berusia 18 - 60 tahun, berdomisili di Surabaya, memiliki iPhone X, serta menggunakan produk iPhone X dalam kurun waktu 3 bulan terakhir. Pada penelitian ini hasil menunjukkan bahwa variabel yang berpengaruh positif signifikan terhadap Cognitive Engagement adalah Sensory dan Intellectual Experience dan yang tidak berpengaruh signifikan adalah Affective dan Behavioral Experience. Kemudian variabel yang berpengaruh positif signifikan terhadap Affective Engagement adalah Sensory dan Behavioral Experience dan yang tidak berpengaruh signifikan adalah Affective dan Intellectual Experience. Kemudian variabel yang berpengaruh positif signifikan terhadap Behavioral Engagement adalah Behavioral dan Intellectual Experience dan yang tidak berpengaruh signifikan adalah Sensory dan Affective Experience. Serta yang berpengaruh positif signifikan terhadap Behavioral Intention adalah Behavioral Engagement. / Technology is one type of development that is growing very rapidly at this time. One of the fastest technological developments is the smartphone. In less than 20 years, smartphones have turned into a top priority in the life of every individual. One of the smartphone brands that have a high market share value and is in great demand by users is the iPhone. This study aims to analyze how the influence of Sensory Experience, Affective Experience, Behavioral Experience, and Intellectual Experience on Behavioral Intention through Cognitive Engagement, Affective Engagement, and Behavioral Engagement. And this study hopes to provide benefits in increasing knowledge in the field of management, especially how much influence Brand Engagement has in increasing Behavioral Intention which will then increase development and quality from iPhone. Causal research and quantitative methods will be used in this study by processing data on AMOS software version 22.0. Data will be collected by distributing questionnaires to 125 respondents with the characteristics of men and women aged 18-60 years, domiciled in Surabaya, owns an iPhone X and uses iPhone X products within the last 3 months. In this study, the results show that the variables that have a significant positive effect on Cognitive Engagement are Sensory and Intellectual Experience and those that have no significant positive effect are Affective and Behavioral Experience. Then the variables that have a significant positive effect on Affective Engagement are Sensory and Behavioral Experience and those that have no significant positive effect are Affective and Intellectual Experience. Then the variables that have a significant positive effect on Behavioral Engagement are Behavioral and Intellectual Experience and those that have no significant positive effect are Sensory and Affective Experience. And the one that has a significant positive effect on Behavioral Intention is Behavioral Engagement.

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