SKRIPSI PENGARUH UTILITARIAN VALUE DAN POSITIVE EMOTION SERTA NEGATIVE EMOTION TERHADAP ATTITUDE, PURCHASE INTENTION DAN PURCHASE DECISION SERTA RECOMMEND PADA PENGGUNA INDIHOME DI KOTA SAMARINDA --

ABSTRACT
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The purpose of this study is to analyze and prove the effect of Utilitarian Value on
Attitude, Positive Emotion on Attitude, Negative Emotion on Attitude, Utilitarian
Value on Purchase Intention, Positive Emotion on Purchase Intention, Negative
Emotion on Purchase Intention, Attitude on Purchase Intention, Attitude towards
Purchase Intention. Purchase Decision, and Purchase Intention to Purchase
Decision and the effect of Purchase Decision on Recommend to Indihome users
in Samarinda City. This study uses a quantitative approach using path analysis
which is processed with AMOS 5 software. This study uses a sample of 140
taken from a number of Indihome users in Samarinda City.
The results of the study after statistical testing with the SEM-AMOS version 5.0
tool showed that only 8 hypotheses were significant out of 10 hypotheses namely
Utilitarian Value to Attitude, Positive Emotion to Attitude, Negative Emotion to
Attitude, Positive Emotion to Purchase Intention, Attitude to Purchase Intention,
Attitude to Purchase Decision, and Purchase Intention to Purchase Decision and
Purchase Decision to Recommend to Indihome users in Samarinda City.
Keyword: Utilitarian Value, Positive Emotion, Negative Emotion, Attitude,
Purchase Intention, Purchase Decision, Recommend