PENGARUH PRICE PERCEPTION DAN HEDONIC LIFESTYLE TERHADAP PURCHASE INTENTION BUTTONSCARVES IMITATION HIJAB DENGAN VARIABEL ATTITUDE SEBAGAI MEDIASI DI KOTA PADANG

Welda, Mayori (2024) PENGARUH PRICE PERCEPTION DAN HEDONIC LIFESTYLE TERHADAP PURCHASE INTENTION BUTTONSCARVES IMITATION HIJAB DENGAN VARIABEL ATTITUDE SEBAGAI MEDIASI DI KOTA PADANG. S2 thesis, Universitas Andalas.

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Abstract

Pengaruh Persepsi Harga dan Gaya Hidup Hedonisme Terhadap Minat Beli Dengan Mediasi Sikap di Kota Padang Welda Mayori1*), Suziana2), Maruf3) Fakultas Ekonomi dan Bisnis, Universitas Andalas, Padang, Indonesia Email: weldamayori2608@gmail.com ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh persepsi harga, gaya hidup hedonisme terhadap minat beli serta sikap pada hijab buttonscarves imitasi. Pengambilan sampel memakai metode purposive sampling, dengan jumlah sampel sebanyak 155 responden yaitu masyarakat di Kota Padang yang mengetahui informasi hijab buttonscarves imitasi. Data dikumpulkan menggunakana kuesioner. Teknik analisis data memakai SEM melalui software PLS. Hasil analisis data membuktikan persepsi harga berpengaruh positif dan signifikan terhadap minat beli, gaya hidup hedonisme tidak memiliki pengaruh terhadap minat beli, persepsi harga dan gaya hidup hedonism memiliki pengaruh yang positif dan signifikan terhadap sikap, sikap memiliki pengaruh yang positif dan signifikan terhadap minat beli, serta persepsi harga dan gaya hidup hedonisme berpengaruh positif dan signifikan terhadap minat beli melalui sikap. Kata Kunci: Gaya Hidup Hedonisme, Minat Beli; Persepsi Harga; Sikap. ii The Influence of Price Perception and Hedonic Lifestyle on Purchase Intention with Attitude Mediation in Padang City Welda Mayori1*), Suziana2), Maruf3) Faculty of Economics & Business, Universitas Andalas, Padang, Indonesia Email: weldamayori2608@gmail.com ABSTRACT This observation aims to examine the influence of price perception, hedonism lifestyle toward purchase intention, and attitude on imitation scarves from Buttonscarves brand. Researcher uses purposive sampling method. The samples are 155 respondents who live Padang City and know informations about imitation Buttonscarves scarf. Data were collected using questionnaires. Data analysis techniques using SEM through PLS software. The results of data analysis prove that price pereption has a positive and significant effect on purchase intention, hedonism lifestyle has no effect on purchase intention, price perception and hedonism lifestyle have a positive and significant effect on attitude, attitude has a positive and significant effect on purchase intention, and price perception and hedonism lifestyle have a positive and significant effect on purchase intention through attitude. Keywords: Attitude; Hedonic Lifestyle; Harga Perception; Purchase Intention.

Item Type: Thesis (S2)
Supervisors: 1. Dr. Suziana, SE., MM 2. Dr. Maruf, SE., M.bus, M.Phil
Uncontrolled Keywords: Kata Kunci: Gaya Hidup Hedonisme, Minat Beli; Persepsi Harga; Sikap
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Pascasarjana (S2)
Depositing User: S2 Magister Manajemen
Date Deposited: 11 Oct 2024 08:19
Last Modified: 11 Oct 2024 08:19
URI: http://scholar.unand.ac.id/id/eprint/480116

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