DETERMINAN PURCHASE INTENTION DAN IMPLIKASINYA TERHADAP PURCHASE DECISION SEPATU NON ORIGINAL (KW) PADA MAHASISWA PERGURUAN TINGGI DI KOTA SAMARINDA

Dewi Sartika, Prof. Dr. Suharno, MM, Dr. Gusti Noorlitaria Achmad, SE, MM

Abstract


Penelitian in meneliti determinan perilaku minat membeli dan implikasinya terhadap keputusan pembelian sepatu non original (KW) pada mahasiswa perguruan tinggi di Kota Samarinda. Setelah memperoleh 224 responden yang berpartisipasi dalam penelitian yaitu mahasiswa perguruan tinggi di Kota Samarinda yang pernah membeli sepatu non original (KW) yang kemudian dianalisis secara kuantitatif menggunakan SEM (Structural Equation Model). Hasil penelitian menunjukkan bahwa delapan hipotesis yang diajukan diterima yaitu Subjective Norms berpengaruh signifikan terhadap Attitude toward Purchasing, Perceived Risk berpengaruh signifikan terhadap Attitude toward Purchasing, Price berpengaruh signifikan terhadap Attitude toward Purchasing, Subjective Norms berpengaruh signifikan terhadap Purchase Intention, Perceived Risk berpengaruh signifikan terhadap Purchase Intention, Price berpengaruh signifikan terhadap Purchase Intention, Attitude toward Purchasing berpengaruh signifikan terhadap Purchase Intention dan Purchase Intention berpengaruh signifikan terhadap Purchase Decision. Hasil temuan ini mendukung teori dan penelitian sebelumnya yang menjadi acuan peneliti.

Keywords


Subjective Norms, Perceived Risk. Price, Attitude toward Purchasing, Purchase Intention, Purchase Decision, Sepatu Non Original (KW), Kota Samarinda

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DOI: https://doi.org/10.29264/jiem.v4i3.5559

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