Analisis Pengaruh Environmental Consciousness, Hedonic Motivation dan Utilitarian Motivation terhadap Purchase Behavior Konsumen Second Hand Fashion berdasarkan Theory Of Planned Behavior (Survei pada Konsumen Produk Second Hand Fashion di Kota Padang)

Dina, Assyfa (2023) Analisis Pengaruh Environmental Consciousness, Hedonic Motivation dan Utilitarian Motivation terhadap Purchase Behavior Konsumen Second Hand Fashion berdasarkan Theory Of Planned Behavior (Survei pada Konsumen Produk Second Hand Fashion di Kota Padang). Diploma thesis, Universitas Andalas.

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Abstract

Penelitian ini bertujuan untuk menganalisis keterkaitan antara environmental consciousness, attitude, subjective norm, perceived behavioral control, hedonic motivation, utilitarian motivation, purchase intention dan purchase behavior. Sampel penelitian ini adalah 165 masyarakat di Kota Padang. Teknik pengambilan sampel penelitian ini menggunakan sampel non-probabilitas melalui metode purposive sampling. Pengelolaan data penelitian dilakukan dengan memanfaatkan perangkat SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa environmental consciousness berpengaruh terhadap attitude. Antara environmental consciousness dan purchase intention tidak ditemukan pengaruh langsung, tetapi ditemukan pengaruh tidak langsung melalui attitude. Ketiga konstruk TPB ditemukan berpengaruh terhadap purchase intention, begitupun dengan pengaruh tidak langsungnya terhadap purchase behavior melalui purchase intention. Perceived behavioral control tidak berpengaruh terhadap purchase behavior. Hedonic motivation dan utilitarian motivation berpengaruh terhadap purchase intention. Selain itu, ditemukan pengaruh antara purchase intention dan purchase behavior.

Item Type: Thesis (Diploma)
Primary Supervisor: Dr. Maruf, SE, M.Bus, M.Phil
Uncontrolled Keywords: Environmental consciousness, hedonic motivation, utilitarian motivation, attitude, subjective norm, perceived behavioral control, purchase intention, dan purchase intention
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: S1 Manajemen Fakultas Ekonomi
Date Deposited: 14 Sep 2023 10:19
Last Modified: 14 Sep 2023 10:19
URI: http://scholar.unand.ac.id/id/eprint/214302

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