Poetri, Angelisca Amandha (2022) Pengaruh Utilitarian Motives Dan Hedonic Motives Terhadap Purchase Intention Pada Produk Somethinc Di Wilayah Jawa Timur Ketika Pandemi. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to determine purchase motives specifically looking at utilitarian and hedonic motives on purchase intentions on Somethinc products in East Java by looking at Instagram media. In this study, we will look at the extent to which utilitarian indicators and hedonic motives influence purchase intentions. This study uses a quantitative approach with multiple linear regression data analysis with a total sample of 96 respondents. The results show that both simultaneously and partially utilitarian and hedonic motives have a significant influence on the formation of purchase intentions on consumers of Something products in East Java by looking at Instagram as a means of purchasing and product information.
| 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: | ANGELISCA AMANDHA POETRI |
| Date Deposited: | 25 Jul 2022 04:33 |
| Last Modified: | 25 Jul 2022 04:33 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9417 |
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