Pengaruh Persepsi Mall Pada Perilaku Beli yang Dimediasi oleh Persepsi Produk, Nilai Hedonik, dan Nilai Utilitarian

Oleh :
Renny Megawati - F1207113 - Fak. Ekonomi dan Bisnis

The purpose of this study examines the role of product perception, hedonic value and utilitarian value in mediating the effect of mall perception on purchase behavior. Specifically, this study wants to examine whether mall perception, product perception, hedonic value, and utilitarian value as important considering in forming the purchase behavior fashion product in Solo Grand Mall Surakarta. Survey is a method conducted to collect the data. In this study, sample consist’s of 200 people who have purchase fashion product in Solo Grand Mall Surakarta. Purposive judgement technique is a method choosen to make easier in getting the sample. Reliability and validity test was done to make ascertain the quality data. Structural equation model is statistical method choosen to elaborate the linkage among of unobserved variabel. The result show that mall perception have significant influence to product perception, mall perception have significant influence to hedonic value, product perception have significant influence to hedonic value, product perception have significant influence to utilitarian value, hedonic value have significant influence to purchase behavior, and utilitarian value have significant influence to purchase behavior. In this study, both limitation and implication are also discussed in order to give inside toward theoretical, practical, and future research aspects.