ANALISIS SIKAP DAN PERILAKU KONSUMEN DALAM PEMILIHAN PERAWATAN KECANTIKAN DI LARISSA YOGYAKARTA
Beauty is one of social contro among women. Businesses involved in beauty treatment, nowadays, are rapidly developing, so it encourages businessmen to put best effort on the improvement of their businesses in order to compete with othe rsimilar businesses. One of the ways is to be consumer-oriented....
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2011
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/88665/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=50824 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Beauty is one of social contro among women. Businesses involved in beauty treatment, nowadays, are rapidly developing, so it encourages businessmen to put best effort on the improvement of their businesses in order to compete with othe rsimilar businesses. One of the ways is to be consumer-oriented. Consumer behaviour can be explained by using attitude theory. Theory of trying (TT) is one of attitude theories to explain the correlation of intention and behaviour by investigating people who are putting effort to realize certain beaviour. The research aims to find out the factors that affect consumer attitude and behaviour in choosing beauty treatment at Larissa Yogyakarta by using Theoy of trying.
The research was conducted by using designed survey. Data was collected by using an instrument which is questionnaires, and each variable in this research was evaluated by using Likert Scale. Sample taking was done by purposive sampling with respondent criteria of people who had done a beauty treatment (facial) at least twice at Larissa Yogyakarta. Moreover, the number of samples is 212. The data was analyzed by using SEM (StructuralEquationModelling).
The data result has shown that attitude toward process significantly affected to the attitude toward trying. However, the attitude toward success and expectation of success and attitude toward failure and expectation of failure |
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