Image of Analisis Pengaruh Hedonic Shopping Value terhadap Attitude Towards Online Purchasing dan Discounted Product Purchase Intention (Studi Kasus: Harbolnas Ecommerce)

Text

Analisis Pengaruh Hedonic Shopping Value terhadap Attitude Towards Online Purchasing dan Discounted Product Purchase Intention (Studi Kasus: Harbolnas Ecommerce)

This study investigated hedonic shopping value consisting of novelty, fun, escapism, and praise on consumer attitudes towards online purchasing activities and discounted product purchase intentions in the context of single days discount or commonly referred to as Harbolnas in Indonesia. This study conducted a survey of 229 respondents from age group born from 1968 to 2006 and domiciled in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The method of distributing questionnaires is done online using Google Form and analyzed using Structural Equation Modeling (SEM) with data processing software LISREL 8.51. The results of this study shows that in attitude toward online purchases, the variables that have been shown to have a significant influence consist of novelty, fun, praise, and also escapism. In discounted product purchase intention, the attitude toward online purchase is proven to have a significant influence..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13531PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Hedonic Shopping Value
Discounted Product Purchase Intention
Attitude Toward Online Purchase
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xv, 114 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data