JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Vol. 10 No. 3 (2022): JE. Vol 10 No 3 (2022)

THE EFFECT OF SOCIAL INFLUENCE AND PRODUCT ATTRIBUTES ON CUSTOMER PURCHASE INTENTION: A STUDY OF SECOND-HAND CLOTHES IN MANADO

Cliff Joy Johanes Kalesaran (Sam Ratulangi University)
Maryam Mangantar (Unknown)
Emilia Margareth Gunawan (Unknown)

Article Info

Publish Date
26 Jul 2022

Abstract

The purpose of this research is to analyze the effect of social influence and product attributes on customer purchase intention of second-hand clothes in Manado. The method used in this research is the quantitative method. This research used is purposive sampling method, and 105 samples were collected by using a questionnaire with a 5 Likert scale that was distributed via social media. The data collected are processed and analyzed using the multiple linear regression method. The result of this research shows that social influence (X1) and product attributes (X2) have a positive and significant effect towards purchase intention (Y) both partially and simultaneously.

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Journal Info
JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Website

Abbrev

emba

Publisher

Universitas Sam Ratulangi

Subject

Economics, Econometrics & Finance

Description

Jurnal EMBA merupakan terbitan berkala sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan dibidang ekonomi. Diterbitkan oleh Fakultas Ekonomi dan Bisnis Univeristas Sam Ratulangi Manado. Jurnal ini diterbitkan 4 kali setahun, sejak tahun 2012. Setiap artikel direview oleh ...