Wulan, Sri (2017) A Study Of Factors Affecting Consumer Attitude And Adoption Intention Of Samsung Gear Vr. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitianinibertujuanuntukmengetahuipengaruhpersepsikegunaan, persepsikemudahan, persepsikebaruandanpersepsikesenanganpadasikapkonsumendanniatuntukmengadopsi Samsung Gear VR. Data primer yang digunakandalampenelitianinidikumpulkandari 140 responden yang memilikipengalamandalammengoperasikan Samsung Gear VR menggunakanmetodesurveidenganmenyebarkan online kuesioner. Data yang terkumpuldianalisisdenganmenggunakanmetodeanalisisjalurdenganmenggunakan software SPSS dan AMOS. Hasilpenelitianmenunjukkanbahwapersepsikemudahan, persepsikebaruan, danpersepsikesenanganmempengaruhiniatmenggunakankonsumenmelaluivariabelsikap, sedangkanpersepsikegunaandanpersepsikesenanganmemilikipengaruhlangsungpadaniatmenggunakan. Diantarafaktor-faktortersebut, persepsikesenanganmerupakafaktor yang paling dominan yang secarakuatmempengaruhisikapkonsumendanniatmenggunakan Samsung Gear VR. Berdasarkanpenemuan, pemasarharusmemperbaikibeberapaaspekdaridariproduk yang berhubungandengankegunaannya, kemudahannya (sistem), kebaruannyadanlebihmemfokuskanpadaaspekkesengan (fitur) untukmeninggikansikapkonsumenterhadapniatuntukmenggunakan Samsung Gear VR.
English Abstract
This study aims to investigate the influence of perceived usefulness, perceived ease of use, perceived novelty and perceived enjoyment on consumer attitude and adoption intention of Samsung Gear VR. The primary data used in this study were collected from 140 respondents who have experienced in operating or using Samsung Gear VR, using a survey method by distributing online structured questionnaires. The collected data were analyzed using path analysis method using SPSS and AMOS software. The results show that perceived ease of use, perceived novelty and perceived enjoyment influence the consumer adoption intention through attitude, while perceived usefulness and perceived enjoyment have direct effects on adoption intention. Among those factors, perceived enjoyment is the most dominant factor that strongly affects both the consumers attitude and adoption intention of Samsung Gear VR. Based on the findings, marketers should improve the aspect of product related to its usefulness, easiness (system), novelty and more focus on enjoyment (features) to enhance the consumer attitude towards intention to adopt Samsung Gear VR.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/354/051076719 |
| Uncontrolled Keywords: | PersepsiKegunaan, PersepsiKemudahan, PersepsiKebaruan, PersepsiKesenangan, SikapKonsumen, NiatMenggunakan, Wearable Technology, Virtual Reality. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 07 Sep 2017 02:15 |
| Last Modified: | 09 Oct 2020 05:54 |
| URI: | http://repository.ub.ac.id/id/eprint/2189 |
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