Analisis Pengaruh Stimuli terhadap Purchase Intention: Pendekatan Model SOR

Authors

  • Ranadya Yomiko Universitas Trisakti , Indonesia
  • Yolanda Masnita Siagian Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13669

Keywords:

Kontrol, Konsentrasi, Kenikmatan Kognitif, Pengalaman Kagum, Minat Beli

Abstract

Penelitian ini bertujuan untuk menguji serta menganalisis model SOR yang terdiri dari faktor Stimuli berupa perceived control, concentration, cognitive enjoyment. Faktor organism berupa awe experience, dan faktor response berupa purchase intention. Sampel yang digunakan dalam penelitian ini berjumlah 144 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil dari penelitian ini adalah: (1) Tidak terdapat pengaruh positif perceived control terhadap awe experience, (2) Terdapat pengaruh positif concentration terhadap awe experience, (3) Tidak terdapat pengaruh positif cognitive enjoyment terhadap purchase intention, dan (4) Terdapat pengaruh positif awe experience terhadap purchase intention.

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Published

14-02-2024

How to Cite

Yomiko, R., & Siagian, Y. M. (2024). Analisis Pengaruh Stimuli terhadap Purchase Intention: Pendekatan Model SOR. Jurnal Pendidikan Tambusai, 8(1), 8479–8488. https://doi.org/10.31004/jptam.v8i1.13669

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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