Pengaruh imitasi terhadap intensi pembelian konsumen produk minuman bersoda baru Big cola : perspektif theory of planned behavior = The effect of imitation toward consumer buying intention toward the new soft drink product big cola : perspective theory of planned behavior
Richard, Jean;
Tengku Ezni Balqiah, supervisor; Ahdia Amini, examiner; Rizal Edy Halim, supervisor
(Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2011)
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ABSTRAKTesis ini membahas intensi perilaku konsumen terhadap Big Cola yang didasari oleh ?Theory of Planned Behavior ?. Kemudian dengan teori tersebut peneliti mengeksplorasi pengaruh dari setiap variabel yaitu sikap, norma subyektif dan perceived behavior control terhadap intensi perilaku konsumen kepada produk Big cola. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif dengan mengolah beberapa variabel independen yaitu sikap, norma subyektif dan perceived behavior control dengan satu variabel dependen yaitu intensi menggunakan analisis regresi berganda. Hasil penelitian menjelaskan bahwa semakin kuat pengaruh perceived behavior control maka semakin tinggi intensi konsumen terhadap Big Cola. Perceived behavior control mempengaruhi intensi konsumen terhadap produk Big Cola dengan signifikan. AbstractThis study focused on intention behavior based on ?Theory of Planned Behavior?. Then with that theory the researcher explore the effect of every variable which are attitude, subjective norm, and perceived behavior control against consumer behavior intention to Big Cola. This research is using quantitative research with descriptive design by developing several independent variables that are attitude, subjective norm, and perceived behavior control with one dependent variable which is intention using multiple linier regression. The results of this research explain that the stronger affect of perceived behavior control the higher consumer intention toward product Big Cola. Perceived behavior control affects consumer intention toward product Big Cola significantly. |
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| No. Panggil : | T29456 |
| Entri utama-Nama orang : | |
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| Penerbitan : | Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2011 |
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| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | unmediated ; computer |
| Tipe Carrier : | volume ; online resource |
| Deskripsi Fisik : | xii, 72 pages : illustration ; 28 cm + appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
| No. Panggil | No. Barkod | Ketersediaan |
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| T29456 | 15-18-605614990 | TERSEDIA |
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| Tidak ada ulasan pada koleksi ini: 20284388 |
