Indrawan, Alicia Laure (2018) Pengaruh Aesthetics terhadap Purchase Intention pada Smartphone Iphone di Surabaya. [Undergraduate thesis]
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Abstract
This study aims to determine and analyze the effect of functional value, social value and emotional value on aesthetics on smartphones to attract consumers' purchase of a product. This research was conducted on a smartphone brand, the Iphone. This study uses a quantitative approach and data collection using survey methods. 265 questionnaires were distributed to respondents domiciled in Surabaya who had bought and used an Iphone Smartphone in the past 1 year. Data that has been collected is then processed using Structural Equation Modeling (SEM) and interval measurement levels (1-5). The findings in this study indicate that Aesthetics directly affects Purchase Intention. Consumers have buying interest in smartphones that have values such as functional value, social value and emotional value.
| Item Type: | Undergraduate thesis |
|---|---|
| Uncontrolled Keywords: | aesthetics, functional value, social value, emotional value, Purchase Intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Masyhur 196042 |
| Date Deposited: | 15 Jul 2019 08:44 |
| Last Modified: | 15 Jul 2019 08:44 |
| URI: | http://repository.ubaya.ac.id/id/eprint/35053 |
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