TUA, FERDY PAIDO (2019) INVESTIGASI NIAT BELI PRODUK MAKANAN ORGANIK: BAGAIMANA PERAN PERSEPSI NILAI, SIKAP, DAN HARGA? S2 thesis, Universitas Negeri Jakarta.
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Abstract
FERDY PAIDO TUA. 8236159345. Investigation into The Purchase Intention Organic Food Products: What is The Role of Perceived Value, Attitude, and Price?. 2019. The purpose of this study was to: (1) to test empirically the impact of Perceived Value to Purchase Intention Organic Food Products, (2) to test empirically the impact of Attitude to Purchase Intention Organic Food Products, (3) to test empirically the impact of Price to Purchase Intention Organic Food Products (4) to test empirically the impact of Price to Attitude of Consumers Organic Food Products, (5) to test empirically the impact of Price to Perceived Value of Consumers Organic Food Products, (6) to test empirically the impact of Attitude to moderate the relationship of Price to Purchase Intention Organic Food Products, and (7) to test empirically the impact Attitude of mediating the relationship of Price to Purchase Intention Organic Food Products. These respondents are workers in the Jakarta Special Capital Region (DKI). This study was conducted between the range May to July 2018. The number of samples taken was 200 respondents. The data analysis using SEM (Structural Equation Modeling) AMOS version 21. The results of hypothesis testing showed: (1) Perceived Value has positive and significant impact to Purchase Intention Organic Food Products, proven through testing that generate value C.R 3.921 > 2.00 and P 0.000 < 0.05 which means that the first hypothesis is accepted, (2) Attitude has positive and significant impact to Purchase Intention Organic Food Products, proven through testing that generate value C.R 3.540 > 2.00 and P 0.000 < 0.05 which means that the second hypothesis is accepted, (3) Price has positive and significant impact to Purchase Intention Organic Food Products, proven through testing that generate C.R 3.817 > 2.00 and P 0.000 < 0.05 which means that the third hypothesis is accepted, (4) Price has positive and significant impact to Attitude of Consumers Organic Food Products, proven through testing that generate C.R 5.632 > 2.00 and P 0.000 < 0.05 which means that the fourth hypothesis is accepted, (5) Price has positive and significant impact to Perceived Value of Consumers Organic Food Products, proven through testing that generate C.R 6.558 > 2.00 and P 0.000 < 0.05 which means that the fifth hypothesis is accepted, (6) Attitude has a positive and significant effect on moderating the Price of Purchase Intention Organic Food Products, proven through testing that produces CR 5.006 > 2.00 and P 0.000 < 0.05 which means the sixth hypothesis is accepted, and (7) Attitudes positively and moderately moderates Price to Purchase Intention Organic Food Products, proven through testing that produces CR 4.217 > 2.00 and P 0.000 < 0.05 which means the seventh hypothesis is accepted. Keywords: Perceived Value, Attitude, Price, Purchase Intention, Organic Food Products
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