Analisis Pengaruh Variabel-Variabel Costumer Perceived Value Terhadap Behavioural Intention Produk Go-Ride Di Kota Malang

Oktama, Michael Josua (2018) Analisis Pengaruh Variabel-Variabel Costumer Perceived Value Terhadap Behavioural Intention Produk Go-Ride Di Kota Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh dimensi costumer perceived value terhadap behavioural intention produk Go-ride di kota Malang. Sampel yang digunakan sebanyak 150 responden yang diambil dari populasi konsumen pengguna Go-ride di kota Malang. Pengambilan sampel menggunakan teknik purposive sampling dengan karakteristik sampel yang dipilih yaitu masyarakat kota Malang berusia minimal 17 tahun, memiliki aplikasi Go-ride pada gadget yang dimiliki, dan pernah menggunakan Go-ride minimal satu kali atau lebih dengan menggunakan aplikasi yang dimiliki. Alat uji yang digunakan untuk menguji instrumen penelitian berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Teknik analisis data menggunakan analisis regresi linear berganda dan uji hipotesis yang dilakukan dengan menggunakan uji t dengan menggunakan program SPSS 21 for windows. Hasil penelitian menunjukkan bahwa dimensi perceived value yaitu quality value mempunyai pengaruh signifikan terhadap behavioural intention, emotional value tidak mempunyai pengaruh siginifikan terhadap behavioural intention, price value mempunyai pengaruh signifikan terhadap behavioural intention, dan social value mempunyai pengaruh signifikan terhadap behavioural intention.

English Abstract

This research aims at analyzing the influence of costumers’ perceived value dimensions on the behavioral intentions of Go-Ride products in Malang 150 respondents are purposively selected from the population of Go-Ride users in Malang City, under three criteria: 17 years old (minimum age), having Go-Ride application in their gadgets, and using Go-Ride application owned. The tests used to examine the research instruments cover validity test, reliability test, and classic assumption test. The data are analyzed by multiple linear regression method and hypothesis test by t-test with SPSS 21 program. The results of the study show that: perceived (quality) value dimensions significantly influence the behavioral intention, emotional value doesn't have any significant effect on behavioral intention, price value has significant impacts towards behavioral intention, and social value has significant impact on behavioral intention.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/543/051810398
Uncontrolled Keywords: Quality Value, Emotional Value, Price Value, Social Value, Behavioural Intention, Quality Value, Emotional Value, Price Value, Social Value, Behavioral Intention.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 27 Sep 2019 02:22
Last Modified: 20 Oct 2021 08:29
URI: http://repository.ub.ac.id/id/eprint/164322
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