Hubungan Opinion Leader, Product Involvement, Need for Uniqueness, Consumer Innovativeness dan Adoption Intention Smartphone

Triyaningrum, Eka (2018) Hubungan Opinion Leader, Product Involvement, Need for Uniqueness, Consumer Innovativeness dan Adoption Intention Smartphone. Jurnal thesis, STIE YKPN.

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Abstract

Telecommunications that are increasingly advanced affect consumers to notice the newest smartphone release. Seeing consumer interest in considering the selection of smartphone products is an important matter for the company to increase the innovativeness of the product to be released. This study was conducted to examine several factors that influence consumers to make buying interest on newest smartphones products. The purpose of this study is to find out whether accurate opinion leaders, good product involvement, and also the need for interesting uniqueness can influence consumers to become consumer innovativeness, which is a large innovative consumer of the newest smartphones. Consumers with a high sense of innovative, support consumers to have a sense of wanting to have the product or adoption intention product to be applied continuously. This study was obtained from 181 respondents who had made a smartphone update. Hypothesis testing is done by PLS (partial least square). Validity and reliability tests are also used in hypothesis testing using factor loading in the SPSS 22 program. Hypothesis 1 is supported by opinion leaders positively influencing consumer innovativeness. Hypothesis 2 is supported that is product involvement has a positive effect on consumer innovativeness. Hypothesis 3 is supported that is need for uniqueness has a positive effect on consumer innovativeness. Hypothesis 4 is supported, namely that consumer innovativeness has a positive effect on adoption intention. It was concluded that all the hypotheses in this study proved to be supported so that all hypotheses could be accepted and had a positive effect.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number TRI h 383/2018
Uncontrolled Keywords: opinion leader, product involvement, need for uniqueness, consumer innovativeness, adoption intention
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 03 Jul 2019 04:12
Last Modified: 03 Jul 2019 04:17
URI: http://repository.stieykpn.ac.id/id/eprint/181

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