SKRIPSI PENGARUH CULTURE DAN RELATIONSHIP MARKETING TERHADAP DECISION MELALUI ATTITUDE DAN INTENTION PENGGUNA PRODUK HENNES & MAURITZ DI KOTA SAMARINDA --

ABSTARCT
The purpose of this study is to analyze and prove the influence of Culture
on the attitudes of users of Hennez & Mauritz products, the influence of Culture on
the Intention of users of Hennez & Mauritz products, the influence of Culture on
Decisions, the influence of Relationship Marketing on the Attitudes of users of
Hennez & Mauritz products, the influence of Relationship Marketing on Intentions
Hennez & Mauritz product users, and the influence of Relationship Marketing on
the decisions of Hennez & Mauritz product users, the effect of Attitude on the
Intention of Hennez & Mauritz product users, the effect of Intention on the
decisions of Hennez & Mauritz product users, and the influence of Attitude on the
decisions of Hennez & Mauritz product users. This study used a survey method
with 171 samples spread over three cities in the East Kalimantan provensi with the
Accidental Sampling Method sampling technique. Data were collected using
research tools (questionnaires) which have been tested for validity and reliability.
From the test results, all research question instruments were declared valid
(coefficient value > 0.30) and declared reliable (alpha value > 0.60). The results of
the study after statistical tests were carried out with the SEM-AMOS version 5.0
tool showed the following results Culture had a significant effect on Attitude of
Hennez & Mauritz product users, Culture had no significant effect on Intention of
Hennez & Mauritz product users, Culture had no significant effect on Decision of
Hennez & Mauritz product users & Mauritz, Relationship Marketing has a
significant effect on the Attitude of Hennez & Mauritz product users, Relationship
Marketing has a significant effect on the Intention of Hennez & Mauritz product
users and Relationship Marketing has no significant effect on the Decision of
Hennez & Mauritz product users, Attitude has a significant effect on the Intention of
Hennez & Mauritz product users , Intention has a significant effect on Decision of
users of Hennez & Mauritz products, and Attitude has a significant effect on
Decision of users of Hennez & Mauritz products.
Keyword: Culture, Relationship Marketing, Attitude, Intention, Decision