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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 Number | Location | Available |
|---|---|---|
| 13531 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| 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 |