Analisis faktor olfactory terhadap purchase intention dengan approach behavior dan experiential marketing sebagai variabel intervening pada produk downy di Surabaya

Raharjo, Alvin Suryanata (2013) Analisis faktor olfactory terhadap purchase intention dengan approach behavior dan experiential marketing sebagai variabel intervening pada produk downy di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh olfactory, approach behavior, dan experiential marketing terhadap purchase intention dari konsumen Downy yang berdomisili di Surabaya. Sampel yang digunakan pada penelitian ini yaitu konsumen Downy yang tinggal di wilayah kota Surabaya yang telah membeli dan menggunakan produk Downy dalam waktu dua bulan terakhir. Jumlah responden yang dipergunakan pada penelitian kali ini berjumlah 140 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan software AMOS 16.0. Hasil analisis menunjukkan bahwa semua hipotesis yang diajukan dapat diterima dan memiliki hubungan yang positif. Temuan empiris menunjukkan bahwa experiential marketing memiliki pengaruh terhadap purchase intention dengan koefisien regresi sebsar 0.27. Sedangkan purchase intention dan approach behavior memiliki pengaruh terhadap purchase intention dengan koefisien regresi masing – masing sebesar 0.21. Pengaruh experiential marketing terhadap approach behavior memiliki koefiseien regresi sebesar 0.22. Vairbel olfactory mempengaruhi variabel approach behavior dan experiential marketing dengan koeifisen regresi masing – masing sebesar 0.21 dan 0.31 / This study is to find out the effect of olfactory, approach behavior, and experiential marketing toward purchase intention on Downy consumer that live in Surabaya. Sample that use in this study is Downy consumer that live in Surabaya and has purchased and used the product in last two month. The number of respondent that use in this study is 140 respondents. For processing and data analysis this study uses Structural Equation Modelling (SEM) with AMOS 16.0 software. Result of the analysis show that all hypotheses can be accepted and have a positive relationship. The result show that experiential marketing had effect toward purchase intention with regression coefficient 0.27. Whereas purchase intention and approach behavior had influence toward purchase intention with regression coefficient each 0.21. The influence of experiential marketing toward approach behavior had regression coefficient 0.22. Olfactory influence approach behavior and experiential marketing with regression coefficient each 0.21 and 0.31

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