Ditemukan 2 dokumen yang sesuai dengan query
Muhammad Elbert Ongko
"
Berbagai upaya dilakukan oleh pemerintah serta pihak yang bersangkutan untuk mengurangi supply barang tiruan di Indonesia. Meskipun begitu, dibutuhkan pemahaman mengenai alasan konsumen membeli barang tiruan untuk memecahkan masalah ini. Model dalam penelitian ini berdasarkan theory of planned behaviour dan data akan diolah menggunakan metode Structural Equation Modeling. Data penelitian diperoleh dari kuesioner online yang berjumlah 299 responden. Hasil penelitian menemukan bahwa fashion consciousness, self ambiguity dan religiosity memiliki pengaruh positif terhadap purchase intention barang fashion tiruan. Subjective norm tidak signifikan jika dilihat secara langsung hubunganya terhadap purchase intention barang fashion tiruan, tetapi berpengaruh positif terhadap self ambiguity. Ethical judgement memiliki pengaruh negatif terhadap purchase intention barang fashion tiruan.
ABSTRACT<>br>The purchase of counterfeits is increasing in Indonesia and the related parties, especially the government have focused mainly on the supply side of the said counterfeits. To solve this problem, an insight to the demand side of counterfeits is essential. To curb the demand for counterfeits require an understanding as to what motivates consumers to buy counterfeits. This research was based on theory of planned behaviour and the data was analysed using Structural Equation Modeling. The questionnare was administered to 299 people online. Result shows fashion consciousness, self ambiguity and religiosity have positive impacts on purchase intention of fashion counterfeits. Subjective norm was found to be an insignifact factor, but is a significant factor that affects self ambiguity. Ethical judgement was also found to have a negative impact on purchase intention of fashion counterfeits. "
2018
S-Pdf
UI - Skripsi Membership Universitas Indonesia Library
Muhammad Elbert Ongko
"Kemajuan teknologi dan internet telah mentransformasi lanskap bisnis di seluruh industri, dengan munculnya berbagai saluran berbasis teknologi yang mentransformasi perilaku konsumen saat ini. Strategi omnichannel merupakan strategi pemasaran baru berbasis teknologi diseluruh platformnya dan mengintegrasikan banyak saluran untuk menawarkan shopping journey yang lengkap dan lancar untuk seorang konsumen. Ada gap antara perilaku konsumen yang sudah berubah dengan praktik implementasi strategi omnichannel. Paper ini bertujuan untuk mengidentifikasi dan analisis faktor yang mempengaruhi perilaku konsumen omnichannel saat berbelanja. Model penelitian ini dibentuk berdasarkan model UTAUT2 dan memasukkan variabel penelitian lainya. Model diuji dengan sampel berjumlah 495 responden konsumen restoran omnichannel menggunakan structural equation modeling (SEM). Hasil penelitian ialah, berurut dari yang paling kuat: habit, facilitating conditions, personal innovativeness, hedonic motivation, performance expectancy dan social influence.
The advance of technologies has transformed the business landscape all across industries. The omnichannel strategy is a new advanced form of marketing, where by using technology across platforms, enable integration of different channels for consumers to shop with a unique and complete shopping experience. There is a gap between the behavior of consumers and the know-how of companies in implementing omnichannel strategy. This paper aims to analyse the factors that influence omnichannel consumers’ behavior in shopping. An original model was developed based on variabels used in UTAUT2 and other previous research. The model was tested with a sample of 495 consumers of omnichannel restaurants using Structural Equation Modelling. The results indicate that key determinants of purchase intention in omnichannel context are, in order of importance: habit, facilitating conditions, personal innovativeness, hedonic motivation, performance expectancy and social influence."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
T-pdf
UI - Tesis Membership Universitas Indonesia Library
