HUBUNGAN PATRONAGE BUYING MOTIVES DENGAN REPURCHASE INTENTION PADA KONSUMEN CGV CINEMAS DI KOTA BANDUNG

• Main Author: Fadilla Indriyanita, - (Author)
• Format: Book
• Published: 2019-06-24.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Penelitian ini bertujuan untuk mengetahui hubungan patronage buying motives dengan repurchase intention pada konsumen CGV Cinemas di Kota Bandung. Sampel dalam penelitian ini, yaitu 300 konsumen CGV Cinemas di Kota Bandung, dengan pengambilan sampel menggunakan teknik purposive sampling. Penelitian ini menggunakan pendekatan kuantitatif dengan metode korelasional. Instrumen yang digunakan adalah instrumen patronage buying motives. Instrumen yang digunakan adaah instrumen patronage buying motives yang mengacu pada dimensi dari Chandrasekar (2010), serta instrumen repurchase intention yang dikembangkan berdasarkan dimensi dari Ajzen (2005). Hasil yang diperoleh, yaitu 1) konsumen CGV Cinemas di Kota bandung cenderung mempertimbangkan berbagai hal dengan logis dan rasional sebelum melakukan pembelian sehingga konsumen memilih suatu tempat berdasarkan kepada kepuasan yang ingin ia capai, 2) konsumen CGV Cinemas di Kota Bandung cenderung memiliki persepsi mengenai kemudahan atau kesulitan untuk melakukan suatu perilaku repurchase intention ditinjau dari pengalaman yang mereka alami sebelumnya, 3) patronage buying motives memiliki korelasi positif yang sangat kuat dan signifikan dengan repurchase intention (r = 0.801 pada tingkat signifikansi < ,001) Kata kunci: buying motives, patronage buying motives, repurchase intention, konsumen This study was conducted to determine the relationship of patronage buying motives and repurchase intention of CGV Cinemas's consumer in the City of Bandung. The sample in this research was 300 consumer CGV Cinemas in the city of Bandung, taken by purposive sampling technique. This research used quantitative approach with correlational method. The instrument used was an adaptation of patronage buying motives dimension of Chandrasekar (2010), and repurchase intention developed based on dimention by Ajzen (2005). The result obtained indicate that 1) CGV Cinemas consumers in the cinty of Bandung tend to consider various things logically and rationally before making a purchase so that consumers choose a place based on the satisfaction they want to achieve, 2) CGV Cinemas consumers in the city of Bandung tend to have perceptions about the ease or difficulty of performing a repurchase intention behavior in terms of the experiences they have experienced before, 3) patronage buying motives have a very strong and significant positive correlation with repurchase intention (r = 0.801 at the significance level <, 001) Keywords: buying motives, patronage buying motives, repurchase intention, consumer

Item Description

http://repository.upi.edu/37929/1/S_PSI_1202797_Title.pdf
http://repository.upi.edu/37929/2/S_PSI_1202797_Chapter1.pdf
http://repository.upi.edu/37929/3/S_PSI_1202797_Chapter2.pdf
http://repository.upi.edu/37929/4/S_PSI_1202797_Chapter3.pdf
http://repository.upi.edu/37929/5/S_PSI_1202797_Chapter4.pdf
http://repository.upi.edu/37929/6/S_PSI_1202797_Chapter5.pdf
http://repository.upi.edu/37929/7/S_PSI_1202797_Appendix.pdf