ANALISIS PERAN TRUST SEBAGAI INTERVENING DALAM HUBUNGAN ANTARA LIFESTYLE, DESIGN PRODUCT DAN PURCHASE DECISION

Dewa, Astony (2024) ANALISIS PERAN TRUST SEBAGAI INTERVENING DALAM HUBUNGAN ANTARA LIFESTYLE, DESIGN PRODUCT DAN PURCHASE DECISION. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Dalam menghadapi perkembangan tantangan bisnis transformasi digital, Nike berusaha menjadi bagian dari gaya hidup pelanggannya melalui aplikasi lifestyle seperti Nike Training Club, Nike Run Club, dan Nike Membership. Selain itu, Nike memiliki sejarah panjang dalam membuat desain produknya. Tujuan penelitian ini adalah untuk menguji dan menganalisis analisis peran trust sebagai intervening dalam hubungan antara lifestyle, design product dan purchase decision. Jenis penelitian ini merupakan penelitian kuantitatif dengan desain penelitian kausal. Populasi pada penelitian ini merupakan seluruh warga masyarakat DKI Jakarta yang mengetahui dan pernah membeli Nike Air Jordan dengan total sampel sebesar 310 responden. Data dalam penelitian ini dianalisis menggunakan SEM- PLS. Hasil penelitian ini menyatakan bahwa Lifestyle tidak berpengaruh terhadap Purchase Decision. Namun Design Product dan Trust ditemukan berpengaruh positif dan signifikan terhadap Purchase Decision. Selain itu Lifestyle ditemukan berpengaruh terhadap Purchase Decision. Pada akhirnya, Trust ditemukan memiliki mediasi hubungan antara Lifestyle dan Purchase Decision. In the face of evolving business challenges brought by digital transformation, Nike aims to integrate into its customers' lifestyles through applications such as Nike Training Club, Nike Run Club, and Nike Membership. Moreover, Nike has a longstanding history in innovative product design. The purpose of this study is to examine and analyze the role of trust as an intervening variable in the relationship between lifestyle, design product, and purchase decision. This research adopts a quantitative approach with a causal research design. The population of this study includes all residents of DKI Jakarta who are aware of and have previously purchased Nike Air Jordan, with a total sample size of 310 respondents. Data in this study were analyzed using SEM-PLS. The findings of this study indicate that Lifestyle does not influence Purchase Decision. However, Design Product and Trust were found to have a positive and significant effect on Purchase Decision. Moreover, Lifestyle was found to influence Trust. Ultimately, Trust was found to mediate the relationship between Lifestyle and Purchase Decision.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43116120259
Uncontrolled Keywords:	Lifestyle, Design Product, Trust, Purchase Decision, Nike Air Jordan.
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FHADHILAH SHAFA ARISTA
Date Deposited:	17 Mar 2025 02:24
Last Modified:	17 Mar 2025 02:24
URI:	http://repository.mercubuana.ac.id/id/eprint/94942

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