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Pengaruh pariabel personal, sosial budaya, dan pemasaran terhadap sikap serta intensi pembelian produk body lotion khusus pria
This research aims to investigate the attitude of males toward the consumption and purchase intention of men?s body lotion. More specifically, the research intends to clarify the impact of personal variables (i.e. self-image, ageing effects, physical attractiveness, health concern), socio-cultural variables (i.e. beliefs, lifestyle, reference group), and marketing variables (i.e. advertising, shopping situation, brand consciousness) on the toward the purchase and consumption of men?s body lotion. From the data collection and processing with structural equation modeling (SEM) committed against 320 respondent found that five of the ten variables, which were self-image, physical attractiveness, ageing effect, shopping situation, and brand consciousness had significant influences to attitude toward consumption and purchase intention of men?s body lotion. However, in this study it was found that others variables didn?t significantly affect the attitude toward consumption. The possible interpretations of these findings are discussed in the latter part of this studyAda tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8124 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia., 2013 |
|---|---|
| Edisi | - |
| Subjek | Marketing Consumer attitudes Purchase & intension Body lotion |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvi, 139 p. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |