Herlina, 14.42.02.0031 PENGARUH LOKASI, KERAGAMAN PRODUK KERAJINAN DAN PERSEPSI HARGA TERHADAP NIAT BELI DAN DAMPAKNYA PADA KEPUTUSAN MEMBELI PRODUK KERAJINAN DI GEDUNG DEKRANASDA JAWA TENGAH. Pasca Sarjana.
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Abstract
The purpose of this study to analyze the influence of 1) location, diversity of products, the perception of the price of the purchase intention, 2) location, diversity of products, the perception of price on purchase decisions of craft products, 3) purchase intentions on purchase decisions Dekranasda building craft products in Central Java, and 4) purchase intention in mediating the effects of location, diversity of products and the perception of price on purchase decisions. Subjects in the study were 120 consumer products in the Dekranasda Building of Central Java. Data were collected using a questionnaire. Data analysis was used multiple regression analysis technique, partial test (t-test), and path analysis. The results showed that 1) location, diversity of products, and the perception of price positive and significant impact on purchase intention, 2) the location, diversity of products, and the perception of price positive and significant impact on the decision to buy craft products in the Dekranasda building of Central Java, 3) the purchase intentions positive and significant impact on the decision to buy craft products in the building Dekranasda Central Java, and 4) the purchase intentions do not mediate the effect of location, diversity of products and the perception of price on purchase decisions. Keywords: location, diversity of product, price perception, purchase intention, the decision to buy
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | UNSPECIFIED |
| Depositing User: | Fakultas Ekonomi |
| Date Deposited: | 03 May 2016 07:02 |
| Last Modified: | 03 May 2016 07:02 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/3207 |
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