Setiawan, Immanuel (2023) Pengaruh consumer innovativeness terhadap new product purchase intention pada Hyundai yang dimediasi oleh learning process dan perceived value. Diploma thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh antara consumer innovativeness terhadap new product purchase intention pada Hyundai yang dimediasi oleh perceived value dan learning process. Persaingan yang ketat antar perusahaan – perusahaan besar otomotif menyebabkan menurunnya penjualan Hyundai pada tahun 2014 sampai dengan tahun 2020, kemudian pada tahun 2020 penjualan Hyundai mengalami kenaikan. Penelitian ini ingin mengukur apakah consumer innovativeness, perceived value, dan learning process berpengaruh pada penjualan Hyundai. Penelitian ini mengumpulkan 168 jumlah sampel dari pengguna produk Hyundai dari DKI Jakarta. Pengolahan data dibantu dengan perangkat lunak SmartPLS versi 4.0.9.2 Hasil dari penelitian ini menunjukan bahwa consumer innovativeness yang dimediasi oleh Perceived Value dan Learning Process memiliki pengaruh positif terhadap New Product Purchase Intention Hyundai.
Item Type: | Thesis (Diploma) | ||||||||
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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: | Immanuel Setiawan | ||||||||
Date Deposited: | 26 Jun 2023 04:57 | ||||||||
Last Modified: | 26 Jun 2023 04:57 | ||||||||
URI: | http://repository.uph.edu/id/eprint/56152 |
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