Pengaruh Store Image, Attitude, Subjective Norm dan Perceived Behavioral Control terhadap Purchase Intention dengan moderasi Country Of Origin pada Green Skincare di The Body Shop

Firasanti, Hera (2019) Pengaruh Store Image, Attitude, Subjective Norm dan Perceived Behavioral Control terhadap Purchase Intention dengan moderasi Country Of Origin pada Green Skincare di The Body Shop. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini dilakukan dngan tujuan untuk mengetahui pengaruh lima variabel yaitu store image, attitude, subjective norm, dan perceived behavioral control dengan moderasi country of origin. Objek dalam penelitian ini adalah konsumen yang belum pernah membeli atau menggunakan tetapi sudah mengetahui produk Green Skincare The Body Shop di Surabaya. Teknis analisis data yang digunakan dalam pnelitian ini adalah regresi dan mengunakan program SPSS. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling, dengan cara purposive sampling. Sampel yang digunakan dalam penelitian ini berjumlah 150 responden. Hasil penelitian ini membuktikan (1) Store image berpengaruh positif dan signifikan terhadap purchase intention pada Green Skincare di The Body Shop Surabaya, (2) Attitude berpengaruh positif dan signifikan terhadap purchase intention pada Green Skincare di The Body Shop Surabaya, (3) Subjective norm berpengaruh positif dan signifikan terhadap purchase intention pada Green Skincare di The Body Shop Surabaya, (4) Perceived behavioral control berpengaruh positif dan signifikan terhadap purchase intention pada Green Skincare di The Body Shop Surabaya, (5) country of origin memperlemah hubungan attitude terhadap purchase intention pada Green Skincare di The Body Shop Surabaya, country of origin memperkuat hubungan subjective norm terhadap purchase intention pada Green Skincare di The Body Shop Surabaya, country of origin memperkuat hubungan perceived behavioral control terhadap purchase intention pada Green Skincare di The Body Shop Surabaya.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Store Image, Attitude, Subjective Norm, Perceived Behavioral Control, country of origin, purchase intention
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 7268 not found.
Date Deposited: 15 Jul 2019 02:55
Last Modified: 15 Jul 2019 02:55
URI: http://repository.ukwms.ac.id/id/eprint/19499

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