OKTOVANI, THERESIA (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI PRODUK ALAT PEMADAM API RINGAN (APAR) UNTUK RUMAH TINGGAL DI DKI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the factors that influence the intention to buy Fire Extinguisher products for residential homes in DKI Jakarta area. These factors include Awareness, Knowledge, and Perceived Price as independent variables. Attitude as an intervening variable, and Purchase Intention as the dependent variable. The population of this study is households living in DKI Jakarta, with a total sample of 150 people who will be taken through a questionnaire instrument. The data analysis method uses Structural Equation Model–Partial Least Square (SEM-PLS) which will be processed using Smart-PLS software. The results of the study show that there is a positive and significant influence between the independent variables namely Awareness, Knowledge, and Perceived Price on the dependent variable Purchase Intention. Attitude as an intervening variable is able to mediate the independent variables on the dependent variable. Keywords: Purchase Intention, Attitude, Awareness, Knowledge, Perceived Price, Theory of Planned Behavior, Fire Extinguisher. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi minat beli produk Alat Pemadam Api Ringan (APAR) untuk rumah tinggal di wilayah DKI Jakarta. Faktor-faktor tersebut antara lain Kesadaran, Pengetahuan dan Persepsi Harga sebagai variabel independen. Sikap sebagai variabel intervening, serta Minat Beli sebagai variabel dependen. Populasi dari penelitian ini adalah rumah tangga yang berdomisili di DKI Jakarta, dengan jumlah sampel sebanyak 150 orang yang akan diambil melalui instrumen kuesioner. Metode analisis data menggunakan Structural Equation Model–Partial Least Square (SEM-PLS) yang akan diolah menggunakan software Smart-PLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan siginifikan antar variabel independen yakni Kesadaran, Pengetahuan dan Persepsi Harga terhadap variabel dependen Minat Beli. Sikap sebagai variabel intervening mampu memediasi variabel independen terhadap variabel dependen. Kata Kunci: Minat Beli, Sikap, Kesadaran, Pengetahuan, Persepsi Harga, Teori Planned of Behavior, Alat Pemadam Api Ringan (APAR).
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55121110103 |
| Uncontrolled Keywords: | Keywords: Purchase Intention, Attitude, Awareness, Knowledge, Perceived Price, Theory of Planned Behavior, Fire Extinguisher. Kata Kunci: Minat Beli, Sikap, Kesadaran, Pengetahuan, Persepsi Harga, Teori Planned of Behavior, Alat Pemadam Api Ringan (APAR). |
| 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: | Pascasarjana > Magister Manajemen |
| Depositing User: | SITI NOVI NUR CAHYANI |
| Date Deposited: | 06 Sep 2023 03:33 |
| Last Modified: | 06 Sep 2023 03:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80393 |
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