PENGARUH PERCEIVED PRICE, PERCEIVED SCARCITY DAN ATTITUDE TOWARDS NEGATIVE E-WOM TERHADAP PANIC BUYING BEHAVIOR PADA KONSUMEN MINYAK GORENG DI SUMATERA BARAT

Yulia, Syifa (2022) PENGARUH PERCEIVED PRICE, PERCEIVED SCARCITY DAN ATTITUDE TOWARDS NEGATIVE E-WOM TERHADAP PANIC BUYING BEHAVIOR PADA KONSUMEN MINYAK GORENG DI SUMATERA BARAT. Diploma thesis, UNIVERSITAS ANDALAS.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh variabel perceived price, perceived scarcity dan attitude toward negative E-WOM terhadap panic buying behavior pada konsumen minyak goreng di Sumatera Barat. Sampel penelitian ini sebanyak 289 orang dengan metode non-probability sampling dengan teknik purposive sampling. Pengelolaan data penelitian dilakukan menggunakan statistical product and service solution (SPSS). Hasil penelitian menunjukkan bahwa hanya variabel perceived price yang memiliki pengaruh signifikan terhadap panic buying behavior, sedangkan perceived scarcity dan attitude toward negative E-WOM tidak berpengaruh signifikan terhadap panic buying behavior. Kata Kunci : perceived price, perceived scarcity, attitude toward negative E-WOM, panic buying behavior

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