Kurniaratri, Alisa Dwi (2017) Pengaruh Susceptibility To Global Consumer Culture (SGCC) Terhadap Minat Beli Konsumen (Survei Pada Mahasiswi Universitas Brawijaya Angkatan 2013). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh variabelvariabel Susceptibility to Global Consumer Culture (SGCC) yang terdiri dari conformity to social norms, quality perception, social prestige, dan internet technology readiness terhadap minat beli konsumen pada kosmetik-kosmetik merek global. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif dengan metode eksplanatori. Populasi pada penelitian ini adalah mahasiswi Universitas Brawijaya angkatan 2013. Teknik pengambilan sampel menggunakan proportional random sampling dengan jumlah sampel sebanyak 100 mahasiswi. Teknik pengumpulan data menggunakan kuisoner yang sudah diuji validitas dan reabilitasnya. Teknik analisis data yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian ini menujukkan bahwa terdapat pengaruh positif dan signifikan variabel-variabel SGCC terhadap minat beli konsumen dengan nilai tℎitung untuk masing-masing variabel lebih besar dari ttabel(1,985) dan nilai signifikansi lebih kecil dari 0,05. Keempat variabel SGCC secara simultan / serentak berpengaruh terhadap minat beli, dimana nilai Fℎitung>Ftabel (51,408 > 2,467). Dengan demikian, penelitian ini diharapkan dapat membantu para peneliti untuk lebih memahami mengenai motivasi konsumen dalam membeli kosmetikkosmetik merek global dan diharapkan dapat membantu perusahaan dalam mengidentifikasi bagaimana kosmetik-kosmetik merek global diposisikan sepanjang keempat variabel tersebut.
English Abstract
This research is intended to know and explain the influence of Susceptibility to Global Consumer Culture (SGCC) variables, that consist of conformity to social norms, quality perception, social prestige, and internet technology readiness toward consumer purchase intention on global brands cosmetic. The research was conducted based on quantitative research with used explanatory method. Population of this research were female student of Brawijaya University class of 2013. Proportional random sampling was used as a sampling method with total of 100 female students were collected. Data was collected through questionnaire which validity and reliability have been verified. Multiple linear regression was used as analysis technique. The result showed that, they had positive influence of SGCC variables toward purchase intention with the tvalue for each variable were greater than ttable (1.985) and the significance value for each variable were smaller than 0.05. The four SGCC variables simultaneously affect the purchase intention, which the Fvalue > Ftable (51.408 > 2.467). Therefore, this research can help researchers to understand more about a specific consumer segment‘s motivation in buying global brands cosmetic. So, the SGCC scale can help firms identify how a global brands cosmetic be positioned along with those variables.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/884/051709166 |
| Uncontrolled Keywords: | conformity to social norms, quality perception, social prestige, internet technology readiness, minat beli |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 28 Sep 2017 05:21 |
| Last Modified: | 05 Nov 2020 06:29 |
| URI: | http://repository.ub.ac.id/id/eprint/2952 |
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