Pengaruh inovasi produk terhadap purchase intention : studi pada Starbucks VIA = The effect of product innovation toward purchase intention : case study Starbucks VIA
Dina Uliana ;
Achmad Fauzi, supervisor; Effy Zalfiana Rusfian, examiner; Heri Fathurahman, examiner
(Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2012)
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[ABSTRAK Skripsi ini membahas tentang pengaruh inovasi produk terhadap purchase intention. Penelitian ini akan menggunakan riset eksploratif terlebih dahulu untukmendapatkan gambaran dan pemahaman mengenai permasalahan penelitian, kemudian hasil riset eksploratori ini akan menjadi input bagi riset. Penelitian inimenggunakan pendekatan kuantitatif dan sampel dalam penelitian ini adalah 100responden. Pengolahan data dalam penelitian ini menggunakan regresi berganda.Hasil penelitian ini menujukkan bahwa dari ketiga dimensi inovasi produk yang berpengauh langsung dan positif terhadap purchase intention adalah innovationattributes. Sedangkan adoption risk dan behavior change tidak berpengaruh langsung dan tidak positif terhadap purchase intention. Hal ini menujukkanbahwa konsumen akan berminat membeli Starbucks VIA apabila innovation attributes yang ditawarkan baik.ABSTRAK This research discusses the effect of product innovation toward purchase intention. Researcher will use exploratory research in advance to get insight andunderstanding about research problem, and then the result from exploratoryresearch will be used as input for conclusive research. This research appliedquantitative approach and the sample of this research is 100 respondents. Multipleregression has been used to process the data. The result of this research shows thatfrom the three dimensions of product innovation, dimension that directly andpositively affects purchase intention is innovation attributes. Whereas adoptionrisk and behavior change are not directly and positively affect purchase intention.This indicates that customers will be interested to buy Starbucks VIA if Starbucksoffered the good innovation attributes., This research discusses the effect of product innovation toward purchaseintention. Researcher will use exploratory research in advance to get insight andunderstanding about research problem, and then the result from exploratoryresearch will be used as input for conclusive research. This research appliedquantitative approach and the sample of this research is 100 respondents. Multipleregression has been used to process the data. The result of this research shows thatfrom the three dimensions of product innovation, dimension that directly andpositively affects purchase intention is innovation attributes. Whereas adoptionrisk and behavior change are not directly and positively affect purchase intention.This indicates that customers will be interested to buy Starbucks VIA if Starbucksoffered the good innovation attributes.] |
 S-Dina Uliana .pdf :: Unduh |
| No. Panggil : | S-Pdf |
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| Penerbitan : | [Place of publication not identified]: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2012 |
| Program Studi : |
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | computer |
| Tipe Carrier : | online resource |
| Deskripsi Fisik : | xii, 102 pages ; 28 cm + appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
| No. Panggil | No. Barkod | Ketersediaan |
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| S-Pdf | TERSEDIA |
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| Tidak ada ulasan pada koleksi ini: 20357898 |
