Analisis Pengaruh Value Consciousness, Social Influence dan Status Consumption serta Brand Image Terhadap Attitude dan Purchase Intention Pada Pengguna Smartphone Merek Iphone di Kota Samarinda” --Ed. 1

ABSTRACT
The purpose of this paper is to analyze the effect of value consciousness, social influence, status consumption, brand image toward attitude and purchase intention of Iphone smartphone customers in Samarinda. This paper used a quantitative research method with Structural Equation Modeling (SEM) was performed to test the measurement and structural models by using IBM AMOS Ver.23 software. Repondent of this research were 130 which completed a self questionnaire of 1-5 score Likert Scale.
Based on the structural model it can be proven that Value Consciousness, Social Influence, Brand Image has a significant effect on Attitude, Status Consumption does not have a significant effect on Attitude; Social Influence, Brand Image has a significant effect on Purchase Intention, Value Consciousness, Status Consumption that have no significant effect on Purchase Intention


Keywords : Value Consciousness, Social Influence, Status Consumption, Brand Image, Attitude, Purchase Intention
ABSTRAK

Penelitian ini bertujuan untuk analisis pengaruh Value Consciousness, Social Influence, dan Status Consumption serta Brand Image terhadap Attitude dan Purchase Intention pada smartphone merek Iphone di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini menggunakan sampel sebanyak 130 orang yang diambil dari sejumlah konsumen smartphone merek Iphone di Kota Samarinda. Skala pengukuran menggunakan skala Likert dengan skor 1-5. Kuesioner yang digunakan didistrubusikan sebanyak 130 di Kota Samarinda.
Berdasarkan model structural dapat dibuktikan bahwa Value Consciousness, Social Influence, Brand Image berpengaruh signifikan terhadap Attitude, Status Consumption tidak berpengaruh signifikan terhadap Attitude; Social Influence, Brand Image berpengaruh signifikan terhadap Purchase Intention, Value Consciousnes, Status Consumption tidak berpengaruh signifikan terhadap Purchase Intention.


Kata Kunci : Value Consciousness, Social Influence, Status Consumption, Brand Image, Attitude, Purchase Intention