Electronic Theses and Dissertation

Abstrak pelitian ini bertujuan untuk menguji pengaruh keinovatifan konsumen terhadap niat beli yang dimediasi oleh persepsi nilai dan inovasi perwakilan pada pengguna aplikasi gojek di kota banda aceh. pengumpulan data dalam penelitian ini diperoleh melalui penyebaran google form sebagai instrumen pengumpulan data terhadap 160 orang. teknik pengambilan sampel yang digunakan di dalam penelitian adalah non-probability sampling dengan jenis yang digunakan purposive sampling. berdasarkan hasil analisis menunjukkan bahwa keinovatifan konsumen berpengaruh positif terhadap niat beli, keinovatifan konsumen berpengaruh positif terhadap persepsi nilai, keinovatifan konsumen berpengaruh positif terhadap inovasi perwakilan, persepsi nilai berpengaruh positif terhadap niat beli, inovasi perwakilan berpengaruh positif terhadap niat beli dan persepsi nilai dapat memediasi hubungan antara keinovatifan konsumen terhadap niat beli serta inovasi perwakilan dapat memediasi hubungan antara keinovatifan konsumen terhadap niat beli. kata kunci: keinovatifan konsumen, niat beli, persepsi nilai dan inovasi perwakilan

ABSTRACT This study aims to examine the effect of customer innovativeness on purchase intention mediated by perceived value and vicarious innovativeness in customer of Gojek in Banda Aceh. Data collection in this study was obtained through the distribution of google forms as an instrument for collecting data on 160 Gojek user. The sampling technique used in the study was non-probability sampling with purposive sampling. Based on the results of the analysis shows that customer innovativeness positively affects purchase intention, customer innovativeness positively affects perceived value, customer innovativeness positively affects vicarious innovativeness, perceived value positively affects purchase intention, vicarious innovativeness positively affects purchase intention and perceived value can mediate the relationship between customer innovativeness and purchase intention also vicarious innovativeness can mediate the relationship between customer innovativeness and purchase intention. Keywords: Customer Innovativeness, Purchase Intention, Perceived Value, and Vicarious Innovativeness