ANALISIS PENGARUH AWARENESS TERHADAP PURCHASE INTENTION MELALUI RISK PERCEPTION, ACCEPTABILITY, AFFORDABILITY, DAN ACCESSIBILITY (STUDI PADA PRODUK FASHION "RUDEMARS" DI SURABAYA)
Abstract
The development of the growing fashion industry also experienced in
Indonesia. It is also used by local producers to create a brand in the fashion field.
Therefore, this study was conducted to analyze the effect of awareness, risk
perception, acceptability, affordability, and accessibility of the purchase intention
with Rudemars research object. The results of this study can be used by Rudemars
in developing appropriate strategies to increase the purchase of products
Rudemars.
This study uses a quantitative approach to the analysis techniques
Structural Equation Modeling (SEM) and AMOS 22.0. The questionnaire
distributed to 125 respondents used as samples in this study by using a nonprobability
sampling and snowball sampling method.
The results of this study indicate that the awareness variable has a positive
significant effect on the risk perception variables with regression coefficient 0753,
while his own perception of risk variables affect other variables with significant
influence acceptability positively as a variable with the value of regression
coefficient 0.659, affordability variables with regression coefficient 0571 and
accessibility to the value of the regression coefficient 0637. Other variables were
significant positive influence on purchase intention variable is a variable
affordability with a regression coefficient of 0.386 and accessibility variables with
regression coefficient of 0.345. As for the variable acceptability only have a
positive effect but not significant with regression coefficient of 0082 to variable
purchase intention.