PENGARUH HEDONIC VALUE DAN UTILITARIAN VALUE TERHADAP MINAT BELI DENGAN SIKAP KONSUMEN SEBAGAI MEDIASI (Studi Pada Konsumen Coffee Shop Purwokerto)
Abstract
This study aims to examine the influence of hedonic values and utilitarian
values on consumer attitudes and purchase intentions. This study also examines the
effect of consumer attitudes on purchase intention. This study conducted a survey
of consumers at a coffee shop in Purwokerto. A pilot test was conducted on 30
initial respondents to test the validity and reliability of the instrument. Respondents
who participated in this study were 200 Coffee Shop consumers in Purwokerto.
Hypothesis testing using the Structural Equation Modeling-Partial Least Square
(SEM-PLS) method. The results of the analysis conclude that hedonic values and
utilitarian values are statistically proven to have a positive and significant influence
on attitudes and purchase intentions; Besides that, this study also proves that
attitude has a positive and significant influence on purchase intention.
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