Analisis Pengaruh Value Consciousness, Brand Awareness, Social Influence dan Past Experience Terhadap Purchase Intention Melalui Attitude pada pengguna sepeda motor merek Honda Scoopy di Kota Samarinda --Ed. 1

ABSTRACT
Lukmanul Hakim, Effect of Value Consciousness, Brand Awareness, Social
Influence and Past Experience on Purchase Intention through Attitude on Honda
Scoopy users in Samarinda City under the guidance of Mr Dr. Bela Barus, SE.,
MMT as first adviser and Mr Drs. Suramli, MM as second adviser.
This research aiming to analyse the effect of Value Consciousness, Brand
Awareness, Social Influence and Past Experience on Purchase Intention through
Attitude On Honda Scoopy users in Samarinda City. This research used
quantitative method and analysed by using SPSS Ver.23 and Structural Equation
Model (SEM) with software IBM AMOS 5. As to is collected from responden by
using a questionnaire with likert scale 1 to 5. The sample of the research are 115
participants from Samarinda permanen resident.
The result shows that 5 (five) hypotheses have significant impact and 4
(four) hypotheses have not significant impact. Value Consciousness on Attitude,
Brand Awareness on Attitude, Past Experience on Attitude, Social Influence on
Purchase Intention, and Attitude on Purchase Intention have significant impact .
But, Social Influence on Attitude, Value Consciousness on Purchase Intention,
Brand Awareness on Purchase Intention and Past Experience on Purchase
Intention have not significant impact.
Keyword : Value Consciousness, Brand Awareness, Social Influence, Past
Experience, Attitude and Purchase Intention.
ABSTRAK
Lukmanul Hakim, pengaruh Value Consciousness, Brand Awareness,
Social Influence dan Past Experience terhadap Purchase Intention melalui
Attitude pada pengguna sepeda motor merek Honda Scoopy di Kota Samarinda
dibawah bimbingan Dr. Bela Barus, SE., MMT sebagai pembimbing I dan Drs.
Suramli, MM sebagai pembimbing II.
Penelitian ini bertujuan untuk menganalisis pengaruh Value
Consciousness, Brand Awareness, Social Influence dan Past Experience
terhadap Purchase Intention melalui Attitude pada pengguna sepeda motor
merek Honda Scoopy di Kota Samarinda. Penelitian ini menggunakan
pendekatan kuantitatif dengan menggunakan software SPSS ver.23 dan
Structural Equation Model (SEM) dengan software IBM AMOS 5. Data penelitian
diambil dengan menggunakan kuisioner dengan skala likert 1 sampai 5. Sampel
pada penelitian ini adalah 115 responden dari warga tetap di Kota Samarinda.
Hasilnya menunjukkan bahwa terdapat 5 hipotesis yang berpengaruh
signifikan dan 4 hipotesis yang berpengaruh tidak signifikan. Value Consciusness
terhadap Attitude, Brand Awareness terhadap Attitude, Past Experience terhadap
Attitude, Social Influence terhadap Purchase Intention, dan Attitude terhadap
Purchase Intention berpengaruh signifikan. Namun, Social Influence terhadap
Attitude, Value Consciousness terhadap Purchase Intention, Brand Awareness
terhadap Purchase Intention dan Past Experience terhadap Purchase Intention
berpengaruh tidak signifikan.
Kata Kunci: Value Consciousness, Brand Awareness, Social Influence, Past
Experience, Attitude, and Purchase Intention