Analisa Pengaruh Image Conflict Terhadap Cross-buying Intention Yang Dimoderasi Oleh Perceived Convenience Pada Produk HG Audiophile

Julius Kenny

Abstract


Strategi pemasaran merupakan cara perusahaan untuk terus bertahan hidup dalam menghadapi persaingan. Salah satu caranya adalah dengan membangun mage dan memberikan convenience kepada konsumen. Citra dan kenyamanan yang konsumen dapatkan nantinya dapat mempengaruhi cross-buying intention suatu produk.

Penelitian ini bertujuan untuk menganalisa pengaruh Image Conflict terhadap Cross-buying Intention dimoderasi oleh Perceived Convenience pada produk HG Audiophile. Penelitian ini dilakukan dengan menyebarkan angket / kuesioner kepada 100 orang responden yang sudah menjadi konsumen HG Audiophile. Metode penelitian yang digunakan merupakan metode analisa kuantitatif dengan menggunakan warp PLS.

 


Keywords


Image Conflict, Perceived Convenience, Cross-buying Intention

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