SKRIPSI EFEK HEDONIC VALUE DAN VALUE FOR MONEY TERHADAP ATTITUDE DAN INTENTION SERTA PURCHASE DECISION PADA PENGUNJUNG SOGO DI SAMARINDA --

ABSTRACT
The purpose of this study is to analyze and prove the effect of Hedonic Value on Attitude of SOGO visitors in Samarinda, the effect of Value for Money on Attitude on SOGO visitors in Samarinda, the effect of Hedonic Value on Intention on SOGO visitors in Samarinda, Effect of Value for Money on Intention on SOGO visitors in Samarinda, the effect of Attitude on Intention on SOGO visitors in Samarinda, the effect of Attitude on Purchase Decision on SOGO visitors in Samarinda, and the effect of Intention on Purchase Decision on SOGO visitors in Samarinda. And this study uses a survey method with a sample of 140 scattered over ten sub-districts in Samarinda City. with the sampling technique Accidental Sampling Method. Respondents were only interviewed once when meeting (cross section). Data from respondents (Primary Data) are then tabulated and tested using statistical methods. Data is collected using research aids (questionnaires) that have been tested for validity and reliability. From the results of the test all instruments of the research question were declared valid (coefficient value> 0.30) and stated reliably (negative value> 0.60).
The results of the study after statistical testing with SEM-AMOS version 5.0 showed the following results Hedonic Value had a significant effect on Attitude for SOGO visitors in Samarinda, Value for Money had no significant effect on Attitude for SOGO visitors in Samarinda, Hedonic Value had a significant effect on Intention on SOGO visitors in Samarinda, Value for Money has a significant effect on Intention of SOGO visitors in Samarinda, Attitude has no significant effect on Intention of SOGO visitors in Samarinda, Attitude has a significant effect on Purchase Decision on SOGO visitors in Samarinda, and Intention has a significant effect on Purchase Decision to SOGO visitors in Samarinda.
Keyword : Hedonic Value, Value for Money, Attitude, Intention, Purchase Decision.