SKRIPSI PENGARUH PERCEIVED ENJOYMENT DAN MATERIALISM TERHADAP ATTITUDE DAN INTENTION TO BUY PADA PENGGUNA APPLE WATCH DI KOTA SAMARINDA --

ABSTRACK
The purpose of this study is to analyze and prove the effect of Perceived Enjoyment on Attitude on Apple Watch users in Samarinda City, Effect of Materialism on Attitude on Apple Watch users in Samarinda City, Effect of Perceived Enjoyment on Intention to Buy on Apple Watch users in Samarinda City, Materialism on Intention to Buy on Apple Watch users in Samarinda City and the Effect of Attitude on Intention to Buy on Apple Watch users in Samarinda City. And this study uses a survey method with a total sample of 128 scattered in the city of Samarinda with purposive sampling technique. Respondents were only interviewed once when they met (cross section). Data from respondents (Primary Data) was then tabulated and tested using statistical methods. Data were collected using a research tool (questionnaire) which had been tested for validity and reliability. From the results of testing all instruments, the questions were declared valid (coefficient value > 0.30) and declared reliable (alpha value > 0.60). The results of the study after statistical testing with SEM-AMOS version 5.0 showed the following results: Perceived Enjoyment had a significant effect on Attitude on Apple Watch users in Samarinda City, Materialism had a significant effect on Attitude on Apple Watch users in Samarinda City, Perceived Enjoyment had no significant effect on Intention to Buy on Apple Watch users in Samarinda City, Materialism has a significant effect on Intention to Buy on Apple Watch users in Samarinda City and Attitude has a significant effect on Intention to Buy on Apple Watch users in Samarinda City.
Keywords : Perceived Enjoyment, Materialism, Attitude and Intention to Buy