Pebrian, Ricky (2021) Pengaruh interactivity, perceived relevance, habit, informativeness, hedonic motivation, dan performance expectancy, terhadap purchase intention produk Oxone. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh dari interactivity (interaktif), perceived relevance (dianggap relevan), habit (kebiasaan), informativeness (informatif), hedonic motivation (motivasi hedonis), dan performance expectancy (harapan akan kinerja) terhadap purchase intention (niat beli): studi pada pelanggan Oxone. Dalam penelitian ini menggunakan metode kuantitatif. Sampel dalam penelitian ini melibatkan 200 responden yang merupakan pelanggan Oxone dan pengguna aktif media sosial baik Facebook dan/atau Instagram. Dalam menganalisa data, peneliti menggunakan pendekatan partial least square (PLS) – structural equation model (SEM) dengan menggunakan aplikasi SmartPLS. Dalam penelitian ini menghasilkan interactivity (interaktif), perceived relevance (dianggap relevan), habit (kebiasaan), informativeness (informatif), hedonic motivation (motivasi hedonis), dan performance expectancy (harapan akan kinerja) berpengaruh positif terhadap purchase intention (niat beli).
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | Interactivity; Perceived relevance; Habit; Informativeness; Hedonic motivation; Performance expectancy; Purchase intention | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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| Depositing User: | Users 8252 not found. | ||||||||
| Date Deposited: | 19 Mar 2022 00:33 | ||||||||
| Last Modified: | 28 Mar 2022 12:01 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/47246 |
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