Akbar, Bagus Nurul (2015) Hubungan antara Tipe Keterlibatan Konsumen dengan Intensi Membeli Converse Counterfeit pada Mahasiswa di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui hubungan antara tipe keterlibatan konsumen dengan intensi membeli converse counterfeit pada mahasiswa di Kota Bandung. Selain itu, tujuan penelitian ini adalah untuk mengetahui tipe keterlibatan konsumen yang memiliki kecenderungan paling rendah dan paling tinggi terhadap intensi membeli converse counterfeit. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik korelasional. Subjek penelitian adalah mahasiswa yang pernah membeli dan menggunakan sepatu Converse di Kota Bandung. Pengumpulan data dilakukan dengan metode kuesioner menggunakan instrumen tipe keterlibatan konsumen yang diadaptasi dan dimodifikasi dari skala yang dibuat oleh Wijayanti (2008) berdasarkan konsep multi dimensional aspek tipe keterlibatan konsumen menurut Sutisna, Peter dan Olson (2002). Sedangkan instrumen pengukuran intensi membeli dikembangkan peneliti berdasarkan teori intensi membeli yang dikemukakan oleh Ajzen (2005). Hasil penelitian menunjukkan: a) terdapat hubungan yang signifikan antara tipe resiko subjektif terhadap intensi membeli Converse counterfeit dengan nilai korelasi sebesar -.373, b) terdapat hubungan yang signifikan antara tipe jangka panjang terhadap intensi membeli Converse counterfeit dengan nilai korelasi sebesar -.233, c) terdapat hubungan yang signifikan antara tipe situasional terhadap intensi membeli Converse counterfeit dengan nilai korelasi sebesar .196, d) tidak terdapat hubungan yang signifikan antara tipe keterlibatan normatif dengan intensi membeli Converse counterfeit. This research was conducted to investigate the correlation between types of consumers’ involvement and converse counterfeit purchasing intention of college student in Bandung. Furthermore, it was aimed to know the types of consumers’ involvement which have the lowest and the highest tendency toward the intention of converse counterfeit purchasing. This research employed quatitatively by initiating correlation study. The data were taken purposively from university students who had ever bought and worn Converse shoes in Bandung. The data collection was conducted consumer involvement types belong to scale made by Wijayanti (2008) and the concept of multi dimensional aspect, types of consumers’ involvement according to Sutisna, Peter dan Olson (2002). The researcher developed the instruments based on the theory or purchasing intention stated by Ajzen (2005). The result of the research shows: a) there is a significant correlation between type of subjective risk towards the intention of purchasing converse counterfeit (r = -.373); b) there is a significant correlation between type of long terms towards the intention of purchasing converse counterfeit (r = -.233); c) there is a significant correlation between type of situational towards the intention of purchasing converse counterfeit (r = .196); d) there is no significant correlation between the type of normative and the intention of purchasing converse counterfeit.
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S PSI AKB h-2015; Pembimbing : I. Ita Juwitaningrum, II. Anastasia Wulandari |
| Uncontrolled Keywords: | tipe keterlibatan konsumen, intensi membeli, counterfeit product |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
| Divisions: | Fakultas Ilmu Pendidikan > Program Studi Psikologi |
| Depositing User: | Mr. Tri Agung |
| Date Deposited: | 09 Oct 2015 01:59 |
| Last Modified: | 09 Oct 2015 01:59 |
| URI: | http://repository.upi.edu/id/eprint/17700 |
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