Faryadi, Pradistya Triananta (2023) Analisis Hubungan Nilai Hedonis, Nilai Utilitarian, dan Kesadaran Merek Terhadap Niat Membeli Sepatu Adidas di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to find out how many people know the adidas shoe products based on several variables, namely hedonic values, utilitarian values, and brand awareness. The object under study is adidas shoes. This research uses quantitative methods. Data collection is done using the survey method. Sampling in this study uses non probability sampling using purposive sampling techniques. The sample in this study was 105 respondents of adidas shoe users in Surabaya. This study uses quantitative methods with multiple linear regression analysis techniques with SPSS aids. The results of the research analysis that have been carried out, it can be concluded that the value of utilitarian and brand awareness has a positive and significant effect on buying intentions which means in the value of utilitarian and brand awareness effectively to present the intention to buy adidas shoes. However, the hedonist value has a negative and insignificant effect which means the hedonic value is not much effective to bring the intention to buy Adidas shoes so that it has not been able to increase the intention of buying from consumers.
| 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: | PRADISTYA TRIANANTA FARYADI |
| Date Deposited: | 11 Jul 2023 08:22 |
| Last Modified: | 11 Jul 2023 08:22 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11085 |
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