Azhar Ilyas Primary Author mixed material bibliography Banda Aceh Program Studi Magister Manajemen Universitas Syiah Kuala 2019 id Indonesia

Theses

ABSTRAK Abstrak Karya Akhir Diserahkan kepada Panitia Komisi Ujian Untuk Mendapatkan Gelar Magister Manajemen pada Program Pasca Sarjana Universitas Syiah Kuala PENGARUH DIMENSI NILAI PELANGGAN TERHADAP SIKAP KONSUMEN DAN DAMPAKNYA PADA MINAT BELI FESYEN TRADISIONAL TENUN SONGKET ACEH (Survei Konsumen di Kota Banda Aceh) Oleh: AZHAR ILYAS NIM : 1409200020002 Konsentrasi : Manajemen Pemasaran Pembimbing Utama : Prof. Dr. Muhammad Adam, S.E., MBA Pembimbing Pembantu : Dr. Sulaiman, S.E., M.M. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh emotional value, price value, quality value dan social value terhadap sikap konsumen dan dampaknya pada minat beli fesyen tradisional tenun songket Aceh di kota Banda Aceh. Keempat variabel independen dalam penelitian ini merupakan dimensi-dimensi nilai pelanggan. Populasi penelitian ini yaitu masyarakat kota Banda Aceh. Sampel penelitian sebanyak 310 responden yang dipilih berdasarkan metode purposive sampling, namun hanya 300 kuesioner yang dapat digunakan. Metode analisis data dalam penelitian ini menggunakan analisis model persamaan struktural (structural equation model = SEM). Hasil penelitian menunjukkan bahwa seluruh variabel independen berpengaruh positif dan signifikan terhadap sikap konsumen. Selain itu, hasil penelitian menunjukkan bahwa variabel emotional value dan price value berpengaruh positif dan signifikan terhadap minat beli; namun quality value dan social value tidak berpengaruh terhadap minat beli. Selanjutnya, dari hasil uji Sobel diperoleh bahwa hubungan tidak langsung variabel-variabel independen terhadap minat beli yang dimediasi oleh sikap konsumen seluruhnya positif dan signifikan, di mana peranan efek mediasi pada hipotesis-hipotesis tersebut seluruhnya bersifat mediasi parsial. Kata kunci: nilai pelanggan, emotional value, price value, quality value, social value, sikap konsumen, minat beli. ABSTRACT Abstract of Final Paper Submitted to The Examination Committee in Partial Fulfillment of The Requirements for The Degree of Master of Management on Graduated Program of Syiah Kuala University THE EFFECT OF COSTUMER’S VALUE DIMENSION ON CONSUMER’S ATTITUDE AND ITS IMPACT ON PURCHASE INTENTION OF THE TRADITIONAL FASHION OF ACEH SONGKET WEAVING (Consument Survey in Banda Aceh City) By : AZHAR ILYAS SN. 1409200020002 Supervisor : Prof. Dr. Muhammad Adam, S.E., MBA Co-Supervisor : Dr. Sulaiman, S.E., M.M. This study aims to investigate the effect of the emotional, price, quality, and social value on consumer’s attitude and its impact on purchase intention for traditional fashion of Aceh songket weaving. The population of this study is consumers in Banda Aceh City. The samples are about 300 respondents taken based upon the purposive sampling method. The data analyzed by Structural Equation Model (SEM). The results show that all independent variables are significantly and positively effects on consumer’s attitude. Moreover, they also show that both the variables of emotional and price values significantly and positively affects purchase intention; however, both quality and social value do not affect purchase intention. Additionally, it shows that the indirect effects among those independent variables and Purchase intention mediated by consumer’s attitude are positive and significant, in which the role of mediation effect are partially condition. Keyword: emotional value, price value, quality value, social value, costumer’s value, consumer’s attitude, purchase intention. CONSUMER BEHAVIOR - MARKETING RESEARCH CUSTOMER RELATIONS - MARKETING MANAGEMENT 658.834 2 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 56977 2019-04-23 15:59:10 2019-08-21 15:50:23 machine generated