THE EFFECT OF PRICE CONSCIOUSNESS ON PURCHASE INTENTION OF COUNTERFEIT WATCHES THROUGH CONSUMER’S ATTITUDE AS MEDIATING IN PADANG CITY. STUDY OF : MEMBERS OF UDA UNI SUMATERA BARAT

Ranti, Mawardi (2017) THE EFFECT OF PRICE CONSCIOUSNESS ON PURCHASE INTENTION OF COUNTERFEIT WATCHES THROUGH CONSUMER’S ATTITUDE AS MEDIATING IN PADANG CITY. STUDY OF : MEMBERS OF UDA UNI SUMATERA BARAT. Diploma thesis, Universitas Andalas.

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Abstract

This study aimed to anayze the effect of price consciousness on purchase intention of counterfeit watches through consumer’s attitude as mediating in Padang city. The study of members of Uda Uni Sumatera Barat in Padang. The data obtained through questionnaire. The samples were drawn from 110 Uda Uni Sumatera Barat who ever purchase counterfeit watches. The data analyzed by using SPSS 16.0 and SmartPLS 3.0. in this research, there are 3 variables : those are independent variable which is price consciousness, dependent variable which is purchase intention, and mediating variable which is consumer’s attitude. The finding indicated that price consciousness has positively effect toward attitude and purchase intention, the consumer’s attitude has positively affect toward purchase intention. And attitude is partial mediating price consciousness toward purchase intention. Keywords: price consciousness, consumer’s attitude, purchase intention, counterfeit watches

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