PENGARUH PRODUCT INNOVATION, LIFE STYLE DAN HEDONIC MOTIVATION TERHADAP PURCHASE DECISION BRAND ZARA (Studi pada konsumen Jasa Titip Syaza Official)

SIREGAR, PASYA MIRZAGINA (2022) PENGARUH PRODUCT INNOVATION, LIFE STYLE DAN HEDONIC MOTIVATION TERHADAP PURCHASE DECISION BRAND ZARA (Studi pada konsumen Jasa Titip Syaza Official). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product innovation, life style and hedonic motivation on Zara’s purchasing decision. This study uses data analysis techniques structural modelling (SEM) and data processing Partial Least Sqaure (PLS). The population in this study were consumers who had boughts product from Brand Zara as many as 180 respondents. The sampling technique used was purposive sampling. The result of this study indicate that product innovation has a positive and significant effect on purchasing decision, life style has a positive and significant effect on purchasing decision, and hedonic motivation has a positive and significant effect on purchasing decision. Keywords : Product Innovation, Life Style, Hedonic Motivation, Purchase Decision Penelitian ini bertujuan untuk menganalisis Pengaruh Product Innovation, Life Style dan Hedonic Motivation terhadap Purchase Decision Brand Zara. Penelitian ini menggunakan teknik analisis data Structural Modeling (SEM) dan pengolahan data menggunakan Partial Least Square (PLS). Populasi dalam penelitian ini adalah konsumen yang pernah membeli produk dari Brand Zara sebanyak 180 responden. Teknik pengambilan sampel menggunakan purposive sampling. Hasil penelitian ini menunjukkan bahwa Product Innovation berpengaruh positif dan signifikan terhadap Purchase Decision, Life Style berpengaruh positif dan signifikan terhadap Purchase Decision dan Hedonic Motivation berpengaruh positif dan signifikan terhadap Purchase Decision. Kata Kunci : Product Innovation, Life Style, Hedonic Motivation, Purchase Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 497
Call Number: SE/31/23/134
NIM/NIDN Creators: 43118010391
Uncontrolled Keywords: Product Innovation, Life Style, Hedonic Motivation, Purchase Decision
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 13 Mar 2023 03:30
Last Modified: 13 Mar 2023 03:30
URI: http://repository.mercubuana.ac.id/id/eprint/75032

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