Abstrak penelitian ini bertujuan untuk menganalisis pengaruh brand image dan hedonic shopping terhadap purchase decision, dengan perceived value sebagai variabel mediasi pada konsumen produk the body shop di kota banda aceh. teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 152 responden yang merupakan konsumen the body shop yang telah melakukan pembelian terhadap produk the body shop.. teknik analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel. berdasarkan hasil path analysis menunjukkan bahwa brand image dan hedonic shopping berpengaruh positif dan signifikan terhadap purchase decision. selain itu, perceived value terbukti berpengaruh positif dan signifikan terhadap purchase decision. uji indirect effect membuktikan bahwa perceived value berperan sebagai mediasi yang signifikan pada pengaruh brand image dan hedonic shopping terhadap purchase decision. kata kunci: brand image, hedonic shopping, purchase decision, dan perceived value
Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
PENGARUH BRAND IMAGE DAN HEDONIC SHOPPING TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH PERCEIVED VALUE PADA KONSUMEN PRODUK THE BODY SHOP DI KOTA BANDA ACEH. Banda Aceh Fakultas Ekonomi dan Bisnis,2025
Baca Juga : PENGARUH PRICE IMAGE, BRAND IMAGE DAN PERCEIVED RISK TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH STORE IMAGE PERCEPTION PADA PRODUK BUTTONSCARVES DI KOTA BANDA ACEH (Nadia Maulidiana, 2025)
Abstract
ABSTRACT This study aims to analyze the influence of Brand Image and Hedonic Shopping on Purchase Decision, with Perceived Value as a mediating variable on Consumers of The Body Shop products in the city of Banda Aceh. The sampling technique is by purposive sampling so that 152 respondents were obtained who are consumers of The Body Shop, which has purchased The Body Shop products. The data analysis technique in this study uses the Partial Least Square (PLS) method to determine the influence between variables. Based on the results of the path analysis, it shows that Brand Image and Hedonic Shopping have a positive and significant effect on Purchase Decision. In addition, Perceived Value is proven to have a positive and significant effect on purchase decision. The indirect effect test proves that perceived value plays a significant mediation role in the influence of brand image and hedonic shopping on purchase decision. Keywords: Brand Image, Hedonic Shopping, Purchase Decision and Perceived Value
Baca Juga : PENGARUH BRAND COMMUNICATION DAN BRAND IMAGE TERHADAP BRAND LOYALTY YANG DI MEDIASI OLEH BRAND TRUST PADA PRODUK SKINCARE SCARLETT DI BANDA ACEH (Novayanti Ramadani, 2025)