Pengaruh atribut produk terhadap perilaku konsumen di Instagram (Studi pada produk body lotion Scarlett) = The effect of product attributes to consumer behaviour on Instagram (Study on Scarlett body lotion products)

Augustik, Vicco (2022) Pengaruh atribut produk terhadap perilaku konsumen di Instagram (Studi pada produk body lotion Scarlett) = The effect of product attributes to consumer behaviour on Instagram (Study on Scarlett body lotion products). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh secara parsial dan simultan dari variabel Atribut Produk terhadap Perilaku Konsumen di Instagram dengan model AISAS. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data penelitian dilakukan dengan data primer, yaitu menyebarkan kuesioner secara langsung kepada responden dan data sekunder berupa berupa teori dan jurnal yang berasal dari buku, jurnal-jurnal, dan artikel. Penelitian ini menggunakan pengukuran data skala likert dengan teknik analisa regresi linear dan regresi linear berganda. Hasil dari penelitian ini adalah seluruh variabel memiliki pengaruh yang signifikan antar variabel dan untuk pengaruh atribut produk terhadap perilaku memiliki persentase sebesar 49.8%. Nilai pengaruh kualitas produk memiliki pengaruh yang tinggi yaitu 56.8%. / This study aims to determine the partial and simultaneous effect of Product Attributes on Consumer Behavior on Instagram using the AISAS model. This study uses a quantitative approach with a survey method. The research data was collected using primary data, namely distributing questionnaires directly to respondents and secondary data in the form of theories and journals derived from books, journals, and articles. This study uses a Likert scale data measurement with linear regression analysis techniques and multiple linear regression. The results of this study are all variables have a significant influence between variables and the influence of product attributes on behavior has a percentage of 49.8%. The value of the influence of product quality has a high influence, namely 56.8%.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Augustik, ViccoNIM01689200004viccoconsava24@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetijadi, Naniek NovijantiNIDN8853999920naniek.setijadi@gmail.com
Uncontrolled Keywords: atribut produk ; citra merek ; harga ; kualitas produk ; perilaku konsumen ; model AISAS; perhatian ; minat ; mencari ; tindakan ; berbagi; product attributes; brand image; price; product quality ; consumer behavior ; AISAS model ; attention ; interest ;search ; action ; share
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 16711 not found.
Date Deposited: 02 Feb 2022 04:15
Last Modified: 12 Mar 2022 02:46
URI: http://repository.uph.edu/id/eprint/45252

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