Putri, Elviera Dewiyanti Surya and Prof Dr Drs Surachman,, MSIE and Drs Sunaryo,, M Si,Ph D and Ainur Rofq,, SE,MM,Ph D (2022) Pengaruh Product Design Dan Iconic Product Attractiveness Terhadap Buying Decision Dengan Mediasi Cultural Identity (Studi Pada Konsumen Batik Malangan). Doktor thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh product design dan iconic product attractiveness terhadap buying decision Batik Malangan,serta peran cultural identity sebagai mediasi. Studi ini dilakukan pada konsumen perajin Batik Malangan di Malang Raya yang meliputi Kota Malang, Kabupaten Malang, dan Kota Batu. Jumlah sampel dalam penelitian ini 166 orang konsumen. Metode analisis yang digunakan adalah Structural Equation Modelling dengan software SmartPLS. Hasil penelitian membuktikan bahwa product design dan iconic product attractiveness berpengaruh pada buying decision Batik Malangan. Cultural identity memediasi pengaruh product design dan iconic product attractiveness terhadap buying decision Batik Malangan. Cultural identity merupakan faktor penting yang harus diperhatikan untuk meningkatkan buying decision. Peran iconic product attractiveness lebih dominan memengaruhi cultural identity daripada product design. Dengan demikian diantara kedua variabel tersebut iconic product attractiveness memberikan kontribusi lebih besar daripada product design dalam memengaruhi cultural identity
English Abstract
The objective of this study is to assess and analyze the effects of products design and iconic product attractiveness on the buying decision of Batik Malangan and the mediating role of cultural identity. This research was conducted on the sample of 166 consumers of Batik Malangan in the Greater Malang area, which covers Malang city, Malang regency, and Batu city. The data was analyzed using Structural Equation Modeling in SmartPLS. The results of the analysis prove that product design and iconic product attractiveness influence the buying decision of Batik Malangan and that cultural identity mediates the relationships. Furthermore, cultural identity is a key factor that needs to be considered in increasing buying decision. The effect of iconic product attractiveness on cultural identity is stronger than that of product design, therefore, between the two independent variables, iconic product attractiveness contributes more to cultural identity than product design.
Other obstract
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| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | 0622020005 |
| Uncontrolled Keywords: | Product design, iconic product attractiveness, cultural identity, buying decision, product design, iconic product attractiveness, cultural identity, buying decision |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 11 Jul 2022 01:54 |
| Last Modified: | 11 Jul 2022 01:54 |
| URI: | http://repository.ub.ac.id/id/eprint/191797 |
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