Article Per Year (5 Year)
p-Index From 2019 - 2024
0
P-Index
This Author published in this journals
All Journal E-Jurnal Manajemen Universitas Udayana
I Gusti Ayu Audy Calista
Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH MOTIVASI RASIONAL, MOTIVASI EMOSIONAL DAN HARGA DIRI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE PADA MAHASISWA UNIVERSITAS UDAYANA DIMODERASI OLEH GENDER I Gusti Ayu Audy Calista; Gede Suparna
E-Jurnal Manajemen Vol 4 No 5 (2015)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (84.731 KB)

Abstract

The purpose of this study was to determine the influence of motivation bagimana rationa, emotional motivation and self-esteem of the smartphone purchase decision on udayana university students and how gender roles in moderating . The data in this study , using path analysis to discuss the direct influence of rational motivation , emotional motivation to self-esteem and also a direct influence on purchasing decisions , this study accompanied Sobel test to determine the effect of indirect and interaction test ( MRA ) to determine how gender roles in moderating . The results showed that the rational motivation and emotional motivation significant positive effect on self-esteem and motivation are also rationa, emotional motivation and self-esteem significant positive effect on the smartphone purchase decisio. Results of the analysis showed that gender moderation able to moderate in other words there is no difference between men and women in the smartphone purchase decision. This study provides insight into the influence of rational motivation, emotional motivation and self-esteem of the smartphone purchase decision in moderation by gender through path analysis research methods , analysis and test interaction Sobel (MRA)
Co-Authors Gede Suparna