Analisis purchase intention terhadap produk smartphone yang dipengaruhi attitude berdasarkan = Consumer's purchase intention analysis of smartphone influenced by attitude based on e-wom source, neutral/third party source, and manufacture source.

Novianti, Fiona (2018) Analisis purchase intention terhadap produk smartphone yang dipengaruhi attitude berdasarkan = Consumer's purchase intention analysis of smartphone influenced by attitude based on e-wom source, neutral/third party source, and manufacture source. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Smartphone sebagai sistem teknologi dan informasi yang dimana sangat membantu aktivitas manusia saat ini mengalami perkembangan yang pesat. Dalam membeli smartphone, konsumen akan mempertimbangkan berbagai hal sesuai dengan kebutuhan mereka dengan memanfaatkan berbagai sumber informasi. Penelitian ini bertujuan untuk menginvestigasi pengaruh dari faktor sumber informasi digital. yaitu e-WOM source, neutral/third party source, dan manufacturer source terhadap attitude dan menginvestigasi pengarah dari attitude terhadap purchase intention atas pembelian produk smartphone. Penelitian ini adalah penelitian kuantitatif. Penelitian ini menggunakan convenience sampling dan metode pengumpulan data yang digunakan adalah menggunakan kuesioner dengan ukuran sampel 170 responden. Metode pengukuran yang dilakukan menggunakan SEM dengan alat SmartPLS 3.0. Hasil dari penelitian ini menunjukkan bahwa terdapat tiga hipotesis yang diterima, yaitu neutral/third party source secara signifikan mempengaruhi attitude, manufacturer source secara signifikan mempengaruhi attitude, dan attitude secara signifikan mempengaruhi purchase intention. Terdapat juga satu hipotesis yang ditolak, yaitu e-WOM source mempengaruhi attitude secara signifikan. / Smartphone as a system of technology and information which is very helpful to human activities currently experiencing rapid development. In the process of purchasing smartphone, consumers will consider various factors according to their needs by utilizing various sources of information. The purpose of this study is to investigate the influence of digital information source, such as e-WOM source, neutral/third party source, and manufacturer source toward attitude and investigate the influence of attitude toward purchase intention for the purchase of smartphone. This study is using quantitative analysis. This study uses convenience sampling and data collection method of this study uses questionnaires with 180 respondents. The measurement method is carried out using SEM with a SmartPLS 3.0 tool. The results of this study indicate that there are three accepted hypotheses, such as neutral/third party source significantly influence attitude, manufacturers source significantly influence attitude, and attitude significantly influence purchase intention. There is also one hypothesis that is rejected, namely e-WOM source affects attitude significantly.

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Thesis (Bachelor)

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