Pengaruh Variabel-variabel Dalam Konsep Susceptibility to Global Consumer Culture terhadap Minat Beli Food and Beverage (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Konsumen Food and Beverage Restoran Cepat Saji Merek Global di Kota Malang)

El Khadra, Savira Fairus (2019) Pengaruh Variabel-variabel Dalam Konsep Susceptibility to Global Consumer Culture terhadap Minat Beli Food and Beverage (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Konsumen Food and Beverage Restoran Cepat Saji Merek Global di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh dari variabel-variabel konsep Susceptibility to Global Consumer Culture (SGCC) yaitu, Kesesuaian Norma Sosial, Persepsi Kualitas, Prestise Sosial, Inovasi Konsumen, Etnosentrisme Konsumen dan Kesiapan Teknologi Internet, terhadap Minat Beli mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya pada food and beverage restoran cepat saji merek global di Kota Malang. Tujuannya adalah mengetahui pengaruh dari keenam variabel SGCC baik secara simultan dan secara parsial serta untuk mengetahui variabel yang memiliki kontribusi paling dominan terhadap variabel Minat Beli. Penelitian ini merupakan penelitian deskriptif dengan pendekatan menggunakan metode kuantitatif. Teknik sampling yang digunakan adalah teknik proportional random sampling dan non probability random sampling. Teknik analisis data pada penelitian ini menggunakan Uji validitas, Uji reliabilitas, Analisis deskriptif dan Analisis regresi linier berganda diantaranya dengan menggunakan Uji T, Uji F dan R2. Penelitian yang telah dilakukan memberikan hasil bahwa keenam variabel SGCC yaitu, Keseuaian Norma Sosial, Persepsi Kualitas, Prestise Sosial, Inovasi Konsumen, Etnosentrisme Konsumen dan Kesiapan Teknologi Internet berpengaruh signifikan secara simultan terhadap Minat Beli yang dilakukan dengan menggunakan Uji F. Hasil analisis dari Uji T menunjukkan bahwa, seluruh variabel SGCC yang diuji dalam penelitian ini memiliki pengaruh signifikan secara parsial terhadap variabel Minat Beli. Variabel dari konsep SGCC yang memiliki kontribusi paling dominan terhadap Minat Beli adalah variabel Persepsi Kualitas berdasarkan dari nilai yang diperoleh setiap variabel dalam analisis Uji T. Besarnya kontribusi secara simultan dari variabel-variabel independen terhadap variabel dependen, dapat ditunjukkan dengan nilai koefisien determinasi (R2) sebesar sebesar 49,5%.

English Abstract

This research was conducted to determine the influence of the Susceptibility to Global Consumer Culture (SGCC) concept variables, namely, Conformity of Social Norms, Perception of Quality, Social Prestige, Consumer Innovation, Consumer Ethnocentrism and Internet Technology Readiness, towards the Purchase Intention of UB's Faculty of Administrative Sciences students in food and beverage global brand fast food restaurants in Malang City. The aim is to determine the effect of the six SGCC variables both simultaneously and partially and to find out the variables that have the most dominant contribution to the variables of Purchase Intention. This research is a descriptive study with an approach using quantitative methods. The sampling technique used is the proportional random sampling technique and non probability random sampling. The data analysis technique in this study uses the validity test, reliability test, descriptive analysis and multiple linear regression analysis including using the T test, F test and R2. The research that has been done gives the results that the six SGCC variables, namely, the Conformity of Social Norms, Perceived Quality, Social Prestige, Consumer Innovation, Consumer Ethnocentrism and Internet Technology Readiness have a significant simultaneous effect on Purchase Intention which is done by using F test. Shows that, all SGCC variables tested in this study have a partially significant effect on the variable Purchase Intention. The variable of the SGCC concept which has the most dominant contribution to Purchase Intention is the Quality Perception variable based on the value obtained by each variable in the Test T. The magnitude of the simultaneous contribution of the independent variables to the dependent variable can be indicated by the coefficient of determination (R2) amounting to 49.5%.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2019/304/051906316
Uncontrolled Keywords: Susceptibility to Global Consumer Culture, Kesesuaian Norma Sosial, Persepsi Kualitas, Prestise Sosial, Inovasi Konsumen, Etnosentrisme Konsumen, Kesiapan Teknologi Internet, Minat Beli-Susceptibility to Global Consumer Culture, Conformity of Social Norms, Quality Perception, Social Prestige, Consument Innovativeness, Consument Ethnocentrism, Internet Technology Readiness, Purchase Intention.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 20 Jul 2020 07:12
Last Modified: 21 Oct 2021 07:20
URI: http://repository.ub.ac.id/id/eprint/172387
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