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All Journal Jurnal ULTIMATICS Jurnal Bakti Masyarakat Indonesia Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi
Aldo Wijaya
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Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Social Sciences Other

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Journal : Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi

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Faktor-Faktor Yang Mempengaruhi Intensi Pembelian Do Spices Aldo Wijaya; Richard Andrew
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 2 No. 5 (2024): September : MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v2i5.803

Abstract

Do Spices is an SME that produces dry marinade spices for proteins. However, the purchase intention for Do Spices has declined based on sales data from January to February 2024. Therefore, it is necessary to identify the factors influencing consumer purchase intentions so that Do Spices sales can increase again. Utilitarian and hedonic values are factors that can influence purchase intention. Hence, this study aims to test the significance of utilitarian and hedonic values on purchase intention, specifically among Do Spices consumers who bought between January and February 2024 through the Shopee app. This study uses a descriptive quantitative research design, with questionnaires distributed online, and data analysis conducted using SmartPLS version 3 and SPSS version 27. The results of the study indicate that utilitarian and hedonic values positive significantly influence the purchase intention of Do Spices.
Co-Authors Arvito Caesario Arifianto Putra Dimas Dwi Santoso Dimitry Febri Damayanti Enggita Anggraeni Okta Khalifah Anggun Lestari Muhammad Fatchur Rozi Richard Andrew Rikip Ginanjar Rosalina Rosalina Sarifah, Lailatul Sofia Salsabila Trivani Yuniar Baharini