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Pengaruh Brand Image dan Hedonic Shopping terhadap Purchase Decision Melalui Abstrak Perceived Value pada Jam Tangan Alexander Christie (Studi Kasus pada Mahasiswa di Kota Pekanbaru)

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This research aims to find out how much influence brand image and hedonic shopping have on purchase decisions through perceived value on Alexander Christie watches in Pekanbaru City. This research consists of two independent variables, namely brand image and hedonic shopping and one dependent variable, namely purchase decision and perceived value as an intervening variable. The analysis method used is path analysis. The data collection method in this research was to use a questionnaire filled out by respondents, namely students from the city of Pekanbaru who bought Alexander Christie watches. The research results obtained based on the Partial Test (t Test) showed: a) there is a significant influence of brand image on perceived value, b) there is no significant influence of hedonic shopping on perceived value, c) there is no significant influence of brand image on purchase decisions, d) there is a significant influence of hedonic shopping on purchase decisions, e) there is a significant influence of perceived value on purchase decisions, f) perceived value cannot mediate the influence of brand image on purchase decisions g) perception cannot mediate the influence of hedonic shopping on purchase decisions.

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Detail Information

Call Number

Manajemen 658.834 Kur p

Language

Indonesia

NPM

205210351

Publisher

Manajemen : Universitas Islam Riau., 2024

Keyword(s)

Purchase Decision
Brand Image
Perceived Value
Hedonic Shopping

Other Information

Petugas

Uthi Kurnia

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