Muavivin Abroriyah, . (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION FASHION GOODS PADA KONSUMEN COACH DI JAKARTA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to analyze the influence of brand consciousness, fashion innovativeness, and fashion involvement on attitude and purchase intention in coach consumers in Jakarta. This study used a quantitative approach. Data was collected from an online survey using a questionnaire, in which 140 respondents provided usable answers. The respondents were Coach customers in Jakarta. The data was processed using a structural model equation approach with the partial least square method. Data analysis shows evidence that Brand consciousness has an effect and is significant on Attitude, Fashion Innovativeness has no influence and is not significant on Attitude, Fashion Involvement has an effect and is significant on Attitude, and Attitude has an influence and is significant on Purchase Intention. Data analysis shows evidence that Brand consciousness has an effect and is significant to Attitude, Fashion Innovativeness has no influence and is not significant to Attitude, Fashion Involvement has an effect and is significant to Attitude, Attitude has an influence and is significant to Purchase Intention.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2110121038] [Pembimbing: Alfatih S Manggabarani] [Penguji 1: Miguna Astuti] [Penguji 2: Prasetyo Hadi] |
| Uncontrolled Keywords: | Brand Consciousness, Fashion Innovativeness, Fashion Involvement, Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | Muavivin Abroriyah |
| Date Deposited: | 25 Jul 2023 03:03 |
| Last Modified: | 25 Jul 2023 03:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/25965 |
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