ALIFAH, INA (2023) HUBUNGAN MOTIVASI PEMBELIAN UTILITARIAN DAN MOTIVASI PEMBELIAN HEDONIC DENGAN WILLINGNESS TO BUY PRODUK PIZZA DI PT.XYZ MELALUI APLIKASI ONLINE FOOD DELIVERY DI BEKASI. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRACT This study aims to see whether there is a relationship between Utilitarian Purchase Motivation and Hedonic Purchase Motivation with Willingness to Buy Pizza Products at PT. XYZ through the Online Food Delivery Application in Bekasi. One store that implements this is PT. XYZ has established its own online platform, namely Pizza Hut Indonesia and other platforms such as Grab, Gojek and Shoopefood. This study uses a quantitative method with the variables studied are Utilitarian and Hedonic with Willingness to Buy with a sampling technique that is Purposive Sampling with a total of 140 respondents. The results of the correlation test showed that the correlation coefficient using spearmen r = 0.619 (p = 0.142; p>0.05) which means that there is a relationship between Utilitarian and Hedonic and Willingness to Buy in purchasing pizza through the Online Food Delivery application. Keywords: Utilitarian Motivation and Hedonic Motivation, Willingness o Buy, Application Online Food Delivery ABSTRAK Penelitian ini bertujuan untuk melihat apakah terdapat hubungan Motivasi Pembelian Utilitarian dan Motivasi Pembelian Hedonic dengan Willingness to Buy Produk Pizza di PT. XYZ melalui Aplikasi Online Food Delivery di Bekasi. Salah satu store yang menerapkan hal ini adalah PT. XYZ yang mendirikan platform onlinenya sendiri yaitu Pizza Hut Indonesia dan Paltform lainnya seperti Grab, Gojek dan Shoopefood. Penelitian ini menggunakan metode kuantitatif dengan variabel yang diteliti adalah Utilitarian dan Hedonic dengan Willingness to Buy dengan teknik pengambilan sampel yaitu Purposive Sampling dengan total responden 140 orang. Hasil uji korelasi menunjukkan nilai koefisien korelasi menggunakan spearmen r = 0,619 (p = 0,142; p>0,05) yang artinya ada hubungan antara Utilitarian dan Hedonic dengan Willingness to Buy dalam pembelian pizza melalui aplikasi Online Food Delivery. Kata Kunci: Motivasi Utilitarian dan Motivasi Hedonic, Willingness to Buy, Aplikasi Online Food Delivery
| Item Type: | Thesis (S1) |
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| Call Number CD: | FP/PSI 23 040 |
| NIM/NIDN Creators: | 46118310028 |
| Uncontrolled Keywords: | Motivasi Utilitarian dan Motivasi Hedonic, Willingness to Buy, Aplikasi Online Food Delivery |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 24 May 2023 07:01 |
| Last Modified: | 24 May 2023 07:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/77642 |
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