Febriyanti, Dewi (2020) Pengaruh centrality of visual product aesthetics, hedonic shopping motivation, price perception terhadap exploratory buying behavior tendency dan brand experience: konsumen merek mewah. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penggunaan produk merek mewah sebagai simbol kekayaan membuat pemasar perlu meningkatkan strategi pemasarannya dalam memahami perilaku konsumen khususnya untuk merek mewah. Untuk memahami perilaku konsumen merek mewah, maka diperlukan penelitian mengenai faktor yang mempengaruhi pengalaman merek, serta kecenderungan perilaku pembelian eksplorasi dalam proses mencari, membeli, hingga mengevaluasi produk. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden dengan karakteristik pernah membeli dan menggunakan merek mewah. Kemudian data diolah menggunakan SmartPLS v.3.3.2 dengan melakukan analisis data validitas, reliabilitas, common method bias. Penelitian ini melakukan pre-test dan disebarkan kuesioner kepada 100 responden lalu diuji validitas dan reliabilitasnya. Kemudian penyebaran kuesioner kepada 380 responden dilakukan dan dilakukan analisis data lebih mendalam. Hasil penelitian mendapatkan bahwa beberapa faktor yang ada pada kecenderungan perilaku pembelian eksplorasi merek mewah seperti desain estetik, motivasi belanja hedonis, serta persepsi harga dapat memberikan dampak terhadap kecenderungan perilaku pembelian eksplorasi dan pengalaman merek dalam mencari produk yang inovatif dan berisiko.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | brand experience; centrality of visual product aesthetics; hedonic shopping motivation; price perception; exploratory buying behavior tendency; luxury brand consumers | ||||||||
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 14405 not found. | ||||||||
Date Deposited: | 08 Feb 2021 02:30 | ||||||||
Last Modified: | 08 Feb 2021 02:30 | ||||||||
URI: | http://repository.uph.edu/id/eprint/15933 |
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