Peran hedonic dan utilitarian shopping motivation dalam proses pembentukan consumer loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001801157
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Robert Kristaung
Subyek : Consumer satisfaction
Kata Kunci : hedonic shopping motivation, utilitarian shopping motivation, perceived quality, repurchase intentio
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001801157_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001801157_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2022_TA_SMJ_022001801157_Bab-1-Pendahuluan.pdf | 7 | |
| 4. | 2022_TA_SMJ_022001801157_Bab-2-Tinjauan-Pustaka.pdf | 12 |
|
| 5. | 2022_TA_SMJ_022001801157_Bab-3-Metode-Penelitian.pdf | 12 |
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| 6. | 2022_TA_SMJ_022001801157_Bab-4-Analisis-dan-Pembahasan.pdf | 11 |
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| 7. | 2022_TA_SMJ_022001801157_Bab-5-Kesimpulan.pdf | 4 |
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| 8. | 2022_TA_SMJ_022001801157_Daftar-Pustaka.pdf | 8 | |
| 9. | 2022_TA_SMJ_022001801157_Lampiran.pdf | 20 |
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T Tujuan dari penelitian ini adalah untuk menganalisa peran dari Hedonic Shopping Motivation dan Utilitarian Shopping Motivation dalam proses pembentukan Consumer Loyalty pada konsumen berbagai merek dari PT.MAP. Variabel dalam penelitian ini adalah Hedonic Shopping Motivation, Utilitarian Shopping Motivation, Perceived Quality, dan Repurchase Intention. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang pernah melakukan pembelian pada merek-merek yang terdaftar dalam PT.MAP. Jumlah sampel sebanyak 135 dan untuk metode pengambilan sampel menggunakan non-probability sampling dengan teknik pengambilan sampel yang digunakan adalah purposive sampling. Alat analisis yang digunakan adalah Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif Utilitarian Shopping Motivation terhadap perceived Quality, terdapat pengaruh positif Perceived Quality terhadap Repurchase Intention, dan tidak terdapat pengaruh positif Hedonic Shopping Motivation terhadap Perceived Quality. Berdasarkan hasil penelitian tersebut PT. MAP diharapkan dapat menjaga dan meningkatkan nilai merek dengan terus memberikan kualitas produk yang terbaik agar dapat mempertahankan kesetiaan konsumen yang sudah ada.
T The purpose of this study is to analyze the role of Hedonic Shopping Motivation and Utilitarian Shopping Motivation in the process of forming Consumer Loyalty for consumers of various brands from PT. MAP. The variables in this study are Hedonic Shopping Motivation, Utilitarian Shopping Motivation, Perceived Quality, and Repurchase Intention. Data collection techniques using online questionnaires to consumers who have made purchases on brands registered with PT. MAP. The number of samples was 135 and the sampling technique used was purposive sampling. The analysis tool used is the Structural Equation Model (SEM). The results showed that there is a positive influence of Utilitarian Shopping Motivation on perceived quality, there is a positive influence of Perceived Quality on Repurchase Intention, and there is no positive influence of Hedonic Shopping Motivation on Perceived Quality. Based on the results of the study, PT. MAP is expected to maintain and increase brand value by continuing to provide the best product quality in order to maintain the consumer loyalty.
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