Open AccessPERAN NILAI EMOSIONAL DALAM MEMEDIASI PENGARUH PERSEPSI KUALITAS TERHADAP NIAT BELI
Author(s) -
Putu Angga Agusta Bimartha,
Ni Made Asti Aksari
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i04.p01
Subject(s) - psychology , nonprobability sampling , path analysis (statistics) , nike , social psychology , population , perception , quality (philosophy) , value (mathematics) , survey methodology , applied psychology , advertising , statistics , business , mathematics , medicine , environmental health , philosophy , epistemology , neuroscience
This study aims to explain the influence of perceived quality and emotional value towards purchase intention of Nike Running Shoes, and the role of emotional value in mediating the influence of perceived quality on the purchase intention of Nike Running Shoes. This research was conducted on people living in Denpasar City. The population of this study is infinite. The number of samples used was 100 respondents and, was determined using non-probability sampling method with purposive sampling technique. The data was collected through survey using questionnaires and analyzed using path analysis techniques. The results show that quality perception have a positive and significant effect on emotional value, and perceived quality also have a positive and significant effect on purchase intention, while emotional value has a positive and significant influence on purchase intention and is able to mediate the relationship of perceived quality indirectly to purchase intention.