Skripsi S1

Analisis Pengaruh Engagement Motivation dan Brand Image terhadap Satisfaction Melalui Perceived Value sebagai Variabel Intervening (Studi pada Gamers Pengguna Smartphone Xiaomi di Kabupaten Kebumen)

---

Penelitian ini bertujuan untuk menganalisis pengaruh utilitarian motivation, social motivation, hedonic motivation, brand image terhadap satisfaction melalui perceived value pada gamers pengguna smartphone Xiaomi di Kabupaten Kebumen. Teknik pengumpulan data dengan kuesioner menggunakan teknik purposive sampling, sampel dalam penelitian ini sebanyak 100 responden. Hipotesis diuji dengan bantuan program SPSS 24.0 for windows.
Metode yang digunakan dalam penelitian ini adalah metode kuantitatif menggunakan analisis jalur. Berdasarkan hasil analisis jalur dan uji t yang telah dilakukan dapat disimpulkan bahwa utilitarian motivation tidak berpengaruh terhadap perceived value namun berpengaruh terhadap satisfaction, social motivation berpengaruh terhadap perceived value namun tidak berpengaruh terhadap satisfaction, hedonic motivation berpengaruh terhadap perceived value dan satisfaction, brand image berpengaruh terhadap perceived value namun tidak berpengaruh terhadap satisfaction, perceived value berpengaruh terhadap satisfaction.
Nilai Adjusted R Square substruktur I sebesar 0,618 artinya variansi dari variabel intervening dapat dijelaskan oleh variabel independen sebesar 61,8% sehingga koefisien pengaruh variabel lain tidak diteliti dalam penelitian ini adalah sebesar 38,2%. Nilai Adjusted R Square substruktur II sebesar 0,537 artinya variansi dari variabel independen sebesar 53,7% sehingga koefisien pengaruh variabel lain tidak diteliti dalam penelitian ini adalah sebesar 46,3%.
Kata kunci: utilitarian motivation, social motivation, hedonic motivation, brand image, perceived value, satisfaction, engagemen motivation, Xiaomi.
Abstract
This study aims to analyze the influence of utilitarian motivation, social motivation, hedonic motivation, brand image on satisfaction through perceived value in Xiaomi smartphone user gamers in Kebumen Regency. Data collection techniques with questionnaires using purposive sampling technique, the sample in this study were 100 respondents. The hypothesis was tested with the help of SPSS 24.0 for Windows.
The method used in this study is a quantitative method using path analysis. Based on the results of path analysis and t-tests that have been done, it can be concluded that utilitarian motivation does not affect perceived value but influences satisfaction, social motivation affects perceived value but does not affect satisfaction, hedonic motivation affects perceived value and satisfaction, brand image influences perceived value but does not affect satisfaction, perceived value influences satisfaction.
The substructure I Adjusted R Square value is 0.618 which means that the variance of the intervening variable can be explained by the independent variable of 61.8% so that the coefficient of influence of other variables not examined in this study is 38.2%. The value of Adjusted R Square substructure II amounted to 0.537 meaning the variance of the independent variable was 53.7% so that the coefficient of influence of other variables not examined in this study was 46.3%.
Keywords: utilitarian motivation, social motivation, hedonic motivation, brand image, perceived value, satisfaction, engagemen motivation, Smartphone Xiaomi.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.81 Akh a c.

Penerbit

Kebumen : STIE Putra Bangsa., 2019

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658.81

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

-

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Akhmad Basit

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar