Pengaruh Norma Subjektif, Sikap, Pbc, Nilai Iklan Dan Ewom Terhadap Niat Beli Produk Perbankan Yang Diiklankan
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ningrum, Heny Safitri Hudan
Subject
330 - ECONOMICS
Datestamp
2023-12-27 04:10:01
Abstract :
The objectives of this study are as follows: To determine the effect of Subjective Norms, Attitudes, PBC, Advertising Values and eWOM on Purchase Intentions of Advertised Banking Products. This type of research is a quantitative approach. The sample selection used incidental sampling technique, totaling 227 respondents. The data analysis technique used is Structural Equation Modeling (SEM) with Warp PLS 8.0 as a tool. With a probability value (sig.) <0.05. The research results obtained using Structural Equation Modeling (SEM) with Warp PLS 8.0 show that: The results of the hypothesis testing are presented in Table 6. Subjective norms have no significant effect on purchase intention (0.082, p>0.05); thus, H1 is not supported. Attitude has no significant effect on purchase intention (0.072, p>0.05); thus, H2 is not supported. Perceived behavioral control has no significant effect on purchase intention (0.062, p>0.05); thus, H3 is not supported. Advertising value has a significant effect on purchase intention. Advertising value has a significant effect on purchase intention (0.419, p?0.001) thus, H4 is supported. eWOM has a significant effect on purchase intention (0.367, p?0.001); thus, the H5 is supported. Keywords: Subjective Norm, Attitude, PBC, Advertising Value and eWOM, Purchase Intention of Advertised Banking Products
The objectives of this study are as follows: To determine the effect of Subjective Norms, Attitudes, PBC, Advertising Values and eWOM on Purchase Intentions of Advertised Banking Products. This type of research is a quantitative approach. The sample selection used incidental sampling technique, totaling 227 respondents. The data analysis technique used is Structural Equation Modeling (SEM) with Warp PLS 8.0 as a tool. With a probability value (sig.) <0.05. The research results obtained using Structural Equation Modeling (SEM) with Warp PLS 8.0 show that: The results of the hypothesis testing are presented in Table 6. Subjective norms have no significant effect on purchase intention (0.082, p>0.05); thus, H1 is not supported. Attitude has no significant effect on purchase intention (0.072, p>0.05); thus, H2 is not supported. Perceived behavioral control has no significant effect on purchase intention (0.062, p>0.05); thus, H3 is not supported. Advertising value has a significant effect on purchase intention. Advertising value has a significant effect on purchase intention (0.419, p?0.001) thus, H4 is supported. eWOM has a significant effect on purchase intention (0.367, p?0.001); thus, the H5 is supported. Keywords: Subjective Norm, Attitude, PBC, Advertising Value and eWOM, Purchase Intention of Advertised Banking Products
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