RIZKY AJARA (TP052822)
FACTORS AFFECTING THE PURCHASE INTENTION OF VIRTUAL GOODS IN ONLINE GAMES AMONGST GENERATION Y IN JAKARTA / RIZKY AJARA. - Kuala Lumpur : Asia Pacific University, 2019. - viii, 52 pages : illustrations ; 30 cm.
A thesis submitted in fulfillment of the requirement for the award of the degree of Masters in Business Administration specializing in Euro Asia Business (UCMF1808EAMBA).
The main objective of this study is to examine whether factors that consisted of convenience, social influence, perceived quality, and price comparison have impact towards consumers online purchase intention mediated by the consumers attitude on local fashion brands in Jakarta, Indonesia. Questionnaires were used as the data collecting method. The sample size compromised of 150 Jakarta communities participated in this study. In order to analyze the responses gathered through the questionnaire, the statistical tool named SPSS was used. For purposes of data analysis and hypotheses testing several statistical methods such as descriptive analysis, descriptive statistics, correlation analysis, and multiple regression analysis were utilized to understand the dimensionality of the variables. The determined findings declare that online purchase intention is positively and significantly impacted by convenience, perceived quality, and price comparison where attitude success to become mediator variables.
Consumers--Generation Y--Indonesia.
Internet games industry--Indonesia.
Consumers' preferences--Indonesia.
Brand name products--Indonesia.
PM-32-20
FACTORS AFFECTING THE PURCHASE INTENTION OF VIRTUAL GOODS IN ONLINE GAMES AMONGST GENERATION Y IN JAKARTA / RIZKY AJARA. - Kuala Lumpur : Asia Pacific University, 2019. - viii, 52 pages : illustrations ; 30 cm.
A thesis submitted in fulfillment of the requirement for the award of the degree of Masters in Business Administration specializing in Euro Asia Business (UCMF1808EAMBA).
The main objective of this study is to examine whether factors that consisted of convenience, social influence, perceived quality, and price comparison have impact towards consumers online purchase intention mediated by the consumers attitude on local fashion brands in Jakarta, Indonesia. Questionnaires were used as the data collecting method. The sample size compromised of 150 Jakarta communities participated in this study. In order to analyze the responses gathered through the questionnaire, the statistical tool named SPSS was used. For purposes of data analysis and hypotheses testing several statistical methods such as descriptive analysis, descriptive statistics, correlation analysis, and multiple regression analysis were utilized to understand the dimensionality of the variables. The determined findings declare that online purchase intention is positively and significantly impacted by convenience, perceived quality, and price comparison where attitude success to become mediator variables.
Consumers--Generation Y--Indonesia.
Internet games industry--Indonesia.
Consumers' preferences--Indonesia.
Brand name products--Indonesia.
PM-32-20