KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 4 (2022): Kalbisiana

Pengaruh Perceived Price, Social Influence dan Hedonic Motivation Terhadap Sikap serta Dampaknya Terhadap Minat Pembelian

Muhammad Indrawan Sulaksono (Institut Teknologi dan Bisnis Kalbis)
Triyono Arief Wahyudi (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
02 Dec 2022

Abstract

Business in Creative Industry is growing rapidly. One of them is focus on the fashion sub-sector. Many Creative Industry entrepreneurs combine fashion with some driving communities. The Good Condition is a brand that offers gloves for motorcycle riders with many choice of colors and models. However, in business development, sometimes there are many obstacles to face by the owner, that makes customer’s purchase intention decreases, especially in this pandemic Covid 19 situation. Therefore, the researcher analyzes the effect of perceived price, social influence, and hedonic motivation on customer’s purchase intention with attitudes as the mediating variable. The research used was quantitative by distributing questionnaires to 180 Good Condition’s customers. The research results indicate that perceived price, social influence, and hedonic motivation have a positive and significant effect on customer’s attitudes and have an impact on customer’s purchase intention.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...