Widodo, Naella Rossahasina (2022) Pengaruh Kualitas Konten, Motif Hedonisme, Dan Keterlibatan Pelanggan Terhadap Intensi Pembelian Produk Oleh Generasi Z Pada Sociolla. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to examine the quality of content, hedonism motives, and customer engagemnt on product purchase intentions at Sociolla. The survey data collected through the distribution of online questionnaires resulted in 140 respondents from the Sidoarjo and Surabaya areas. From the results of the respondents' responses that have been collected, they were analyzed descriptively using SPSS and statistically analyzed using WarpPLS 7.0. This research method uses Structural Equation Modeling. The results showed that content quality had a positive but not significant effect on product purchase intentions. The hedonism motif has a significant positive effect on product purchase intentions and customer involvement has a significant positive effect on product purchase intentions. The results of this study provide valuable new insights for companies about the need to improve the quality of content to further drive customer interest in buying. And need to maintain or even improve the positioning of a company.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | NAELLA ROSSAHASINA WIDODO |
| Date Deposited: | 13 May 2022 13:53 |
| Last Modified: | 13 May 2022 13:56 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8934 |
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