SKRIPSI ANTECEDENTS PURCHASE DECISION DAN IMPLIKASINYA TERHADAP KEPUASAN KONSUMEN MILENIAL PIRATE BRANDED SNEAKERS DI KOTA SAMARINDA --

ABSTRACT
This study aims to identify the effect of Ethic, Utilitarian Motiivation and Peronal Gratification on Attitude, Purchase Intention with Purchase Decision and its Implications on Customer Satisfaction toward Milenial Customer Pirate Branded Sneakers in the city of Samarinda. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic V 21 and Structural Equation Modeling (SEM) software with IBM AMOS V 5 software. The sample are 155 respondents wich all the millineal customers of Pirate Branded Sneakers in Samarinda. The measurement scale uses a likert scale with a score of 1 - 5. This study also tested the validity and reliability of research intruments, then carried out further test of estimation and structural fit model test.
Based on structural model, it can be proven that Personal Gratification significantly influence Attitude but Ethic, and Utilitarian Motivation have no significant effect on Attitude; Ethic, Utilitarian Motivation and Personal Gratification significantly influence Purchase Intention. Attitude and Purchase Intention significantly influence Purchase Decision and finally Purchase Decision significantly influence Satisfaction; to Milenial Users of Pirates Branded Sneakers in the City of Samarinda.
Keywords: internal Ethic, Utilitarian Motivatiom, Personal Gratification, Attitude,Purchase Intention, Purchase Decision, and customer satisfaction