Indrawan, Sherly (0852213) (2011) Pengaruh Product Knowledge, Activity, Enthusiasm pada Purchase Intentions: Community Involvement sebagai Variabel Moderasi. Undergraduate thesis, Universitas Kristen Maranatha.
|
Text
0852213_Abstract_TOC.pdf - Accepted Version Download (88Kb) | Preview |
|
![[img]](http://repository.maranatha.edu/style/images/fileicons/text.png) |
Text
0852213_Appendices.pdf - Accepted Version Restricted to Repository staff only Download (267Kb) |
|
|
Text
0852213_Chapter1.pdf - Accepted Version Download (162Kb) | Preview |
|
|
Text
0852213_Chapter2.pdf - Accepted Version Restricted to Repository staff only Download (214Kb) |
|
|
Text
0852213_Chapter3.pdf - Accepted Version Restricted to Repository staff only Download (208Kb) |
|
|
Text
0852213_Chapter4.pdf - Accepted Version Restricted to Repository staff only Download (326Kb) |
|
|
Text
0852213_Conclusion.pdf - Accepted Version Download (200Kb) | Preview |
|
|
Text
0852213_Cover.pdf - Accepted Version Restricted to Repository staff only Download (104Kb) |
|
|
Text
0852213_References.pdf - Accepted Version Download (256Kb) | Preview |
Abstract
Event marketing merupakan salah satu cara mengkomunikasikan brand ke dalam benak konsumen. Penelitian ini berfokus pada sponsored event yang diharapkan mampu menimbulkan purchase intentions of products. Beberapa elemen yang dapat digunakan untuk mempengaruhi purchase intentions of products yaitu: product knowledge, activity, enthusiasm, dan community involvement. Penelitian ini bertujuan untuk menguji pengaruh product knowledge, activity, enthusiasm, pada purchase intentions of products: community involvement sebagai variabel mediasi. Penelitian ini menggunakan respoden dari anggota komunitas Harley Davidson Club Indonesia Bandung. Responden ini menghadiri Event Bandung Bike Week 2011. Metode analisis yang digunakan adalah metode path analysis dengan alat bantu SPSS 16.00. Penelitian ini memberikan beberapa hasil: Pertama, product knowledge, activity, dan community involvement berpengaruh pada purchase intentions. Kedua, activity berpengaruh pada community involvement. Ketiga, activity secara tidak langsung berpengaruh pada purchase intentions yang dimediasi oleh community involvement. Keempat, community involvement memberikan pengaruh terbesar pada purchase intentions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Knowledge, Activity, Enthusiasm, Community Involvement, Purchase Intentions |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 03 Jul 2015 06:58 |
| Last Modified: | 15 Feb 2016 05:15 |
| URI: | http://repository.maranatha.edu/id/eprint/13826 |
Actions (login required)
 |
View Item |
