Emotional Value VS Functional Value dan Pengaruhnya terhadap Purchase Intention (Studi pada Iphone dan Samsung Mobile Phone)

Rosadi, Faridz Izza (2024) Emotional Value VS Functional Value dan Pengaruhnya terhadap Purchase Intention (Studi pada Iphone dan Samsung Mobile Phone). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh emotional value dan functional value terhadap purchase intention pada pengguna smartphone iphone dan Samsung di Indonesia, dengan variabel moderasi materialism. Latar belakang penelitian ini didasarkan pada persaingan ketat antara Apple dan Samsung dalam menarik minat konsumen melalui nilai-nilai emosional dan fungsional yang ditawarkan oleh produk mereka. Metode penelitian yang digunakan adalah Partial least square-structural equation modeling (PLS-SEM) dan PLS Multigroup Analysis (PLS-MGA). Penelitian ini melibatkan 222 responden dengan rentang usia 17-58 tahun yang merupakan pengguna atau calon pengguna iphone dan Samsung di Indonesia. Hasil penelitian menunjukkan bahwa baik emotional value maupun functional value memiliki pengaruh signifikan terhadap purchase intention. Selain itu, materialism sebagai variabel moderasi ditemukan berperan signifikan dalam memperkuat hubungan antara nilai-nilai tersebut dengan niat beli. Temuan ini memberikan wawasan berharga bagi perusahaan dalam merancang strategi pemasaran yang efektif, khususnya dalam memaksimalkan nilai emosional dan fungsional produk untuk meningkatkan purchase intention di pasar smartphone. Penelitian ini juga memberikan kontribusi akademis dalam memahami dinamika perilaku konsumen di era digital yang semakin kompleks.

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This research aims to analyze the influence of emotional value and functional value on purchase intentions among iphone and Samsung smartphone users in Indonesia, with the moderating variable materialism. The background of this research is based on the intense competition between Apple and Samsung in attracting consumer interest through the emotional and functional values offered by their products. The research methods used are Partial Least Square-Structural Equation Modeling (PLS-SEM) and PLS Multigroup Analysis (PLS-MGA). This research involved 222 respondents with an age range of 17-58 years who were iphone and Samsung users or potential users in Indonesia. The research results show that both emotional value and functional value have a significant influence on Purchase intention. In addition, materialism as a moderating variable plays a significant role in strengthening the relationship between these values and purchase intentions. These findings provide valuable insights for companies in designing effective marketing strategies, especially in maximizing the emotional and functional value of products to increase purchase intentions in the smartphone market. This research also makes an academic contribution in understanding the dynamics of consumer behavior in an increasingly complex digital era.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Apple, Emotional value, Functional value, Materialism, Purchase intention, PLS-MGA, PLS-SEM, Samsung, Nilai Emosional, Nilai Fungsional, Niat Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Faridz Izza Rosadi
Date Deposited:	08 Aug 2024 07:06
Last Modified:	08 Aug 2024 07:06
URI:	http://repository.its.ac.id/id/eprint/113405

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