Skripsi S1

Pengaruh Sikap Konsumen terhadap Intention to Recomended melalui Food Destination Image sebagai Variabel Mediasi (Studi pada Sate Ambal Kebumen)

---

Abstrak
Penelitian ini bertujuan untuk menganalisis pengaeuh sikap konsumen terhadap intention to recommended melalui food destination image sebagai variabel mediasi pada konsumen Sate Ambal Kebumen. Target populasi pada penelitian ini adalah masyarakat di Kabupaten Kebumen yang pernah memakan Sate Ambal dengan jumlah sampel 100 responden. Penelitian ini menggunakan metode analisis deskriptif dan statistika dengan metode nonprobability sampling dan jenis tekniknnya yaitu purposive sampling. Berdasarkan metode statistika dilakukan uji validitas, uji reliabilitas, uji asumsi klasik (uji multikolinieritas, uji heteroskedastisitas, dan uji normalitas), uji t, uji koefisien determinasi, analisis jalur, dan uji sobel. Hasil penelitian ini menunjukkan bahwa berdasarkan uji validitas dan reliabilitas semua variabel dinyatakan valid dan reliabel. Berdasarkan uji t sub struktural I variabel sikap konsumen berpengaruh positif dan signifikan terhadap food destination image. Kemudian untuk sub struktursl II variabel sikap konsumen berpengaruh positif dan signifikan terhadap intention to recommended, food destination image berpengaruh positif dan signifikan terhadap intention to recommended. Serta food destination image dapat memediasi sikap konsumen terhadap intention to recommended.
Kata Kunci: Sikap Konsumen, intention to recommended dan food destination image.

Abstract
This study aims to analyze the influence of consumer attitudes towards intention to recommended through a food destination image as a mediating variable for consumers of Sate Ambal Kebumen. The target population in this study were people in Kebumen Regency who had eaten Sate Ambal with a sample size of 100 respondents. This research uses descriptive and statistical analysis methods with nonprobability sampling method and the type of technique is purposive sampling. Based on the statistical method, the validity test, reliability test, classical assumption test (multicollinearity test, heteroscedasticity test, and normality test) were carried out, t test, determination coefficient test, path analysis, and single test. The results of this study indicate that based on the validity and reliability test all variables are declared valid and reliable. Based on the sub-structural t test I, the consumer attitude variable has a positive and significant effect on the food destination image. Then for sub structure II, the consumer attitude variable has a positive and significant effect on intention to recommended, the food destination image has a positive and significant effect on intention to recommended. As well as a food destination image, it can mediate consumer attitudes towards the intention to be recommended.
Keywords: Consumer Attitudes, intention to recommended and a food destination image.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.81 Sit p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658.81

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

-

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Siti Marfungatun

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar