Cindia, Ike (2014) Pengaruh Reference Groups terhadap Customer Satisfaction melalui Purchase Decision dan Fashion Interest dalam Pembelian Handbag Imitasi (Studi pada Mahasiswi di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk menganalisis pengaruh reference groups terhadap purchase decision dan fashion interest, kemudian pengaruh purchase decision dan fashion interest terhadap customer satisfaction, dan pengaruh reference groups terhadap customer satisfaction melalui purchase decision dan fashion interest . Penelitian pada handbag menjadi sangat menarik karena handbag imitasi sedang marak dan banyak dipakai di kalangan masyarakat, khususnya di kalangan mahasiswi di Kota Malang. Sampel dalam penelitian ini diambil dengan menggunakan metode pengumpulan data yang disebut purposive sampling . Jumlah sampel yang digunakan yaitu sebanyak 115 responden. Data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software SmartPLS. Selain itu, untuk menguji hipotesis kelima dilakukan uji Sobel untuk menguji hubungan variabel intervening yang ada di dalam hipotesis tersebut. Hasil penelitian menunjukkan bahwa reference groups berpengaruh positif dan signifikan terhadap purchase decision dan fashion interest. Kemudian purchase decision dan fashion interest berpengaruh positif dan signifikan terhadap customer satisfaction. Selanjutnya reference groups berpengaruh positif dan signifikan terhadap customer satisfaction melalui purchase decision dan fashion interest .
English Abstract
This study was conducted to analyze influence of reference groups on purchase decision and fashion interest, n influence of purchase decision and fashion interest on customer satisfaction, and n influence of reference groups towards customer satisfaction through purchase decision and fashion interest. Research on handbag became very exciting because imitation handbags booming and widely used in community, especially among female students in Malang. sample in this study were taken by using data collection method called purposive sampling. number of samples that used were 115 respondens. data obtained were analyzed by using PLS analysis technique (Partial Least Square) through PLS software. Moreover, to test hypo sis of fifth, Sobel test was used to examine relationship existing intervening variables in hypo sis. results showed that reference groups have a significant positive effect on purchase decision and fashion interest. n purchase decision and fashion interest also has significant positive effect on customer satisfaction. Fur rmore, reference groups have a significant positive effect on customer satisfaction through purchase decision and fashion interest.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.8/CIN/p/041407429 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 19 Nov 2014 16:35 |
| Last Modified: | 19 Nov 2014 16:35 |
| URI: | http://repository.ub.ac.id/id/eprint/159826 |
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