SKRIPSI: Pengaruh Intensity, Valence of Opinion dan Content terhadap Keputusan Pembelian di Aditama Homedecor Interior

PAMUNGKAS, Darmawan Adhi (2024) SKRIPSI: Pengaruh Intensity, Valence of Opinion dan Content terhadap Keputusan Pembelian di Aditama Homedecor Interior. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of the variables Intensity (X1), valence of opinion (x2) and content (X3) on the purchasing decision process (Y). The research method used is a quantitative method with the number of samples used being 100 respondents who have used Aditama Homedecor Interior products and services. The sampling technique uses a non-probability sampling model. The method used is the Purposive Sampling method. The tests used in this research are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t test and coefficient of determination test. The results of this research show that: 1) The intensity variable has no effect on the purchasing decision process, 2) valence of opinion has a positive and significant effect on the purchasing decision process, 3) content has a positive and significant effect on the purchasing decision process. based on testing the coefficient of determination (adjusted r2) shows a result of 0.531 (53.1%), which means that the intensity, valence of opinion and content variables contribute an influence of 53.1% to the purchasing decision process variable, while the remaining is 46.9 % explained by other variables not included in this study.

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