ANALISIS PENGARUH AWARENESS TERHADAP PURCHASE INTENTION MELALUI RISK PERCEPTION, ACCEPTABILITY, AFFORDABILITY, DAN ACCESSIBILITY (STUDI PADA PRODUK FASHION

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.