Research Article
The Determinants of Purchase Decision on Cinema by Intervening Variable of Attitude and Purchase Intention
@INPROCEEDINGS{10.4108/eai.18-11-2020.2311683, author={Amiril Azizah and Ahyar M Diah and Herlina Rahmawati}, title={The Determinants of Purchase Decision on Cinema by Intervening Variable of Attitude and Purchase Intention}, proceedings={Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia}, publisher={EAI}, proceedings_a={BIS-HSS}, year={2021}, month={9}, keywords={service quality social influence social media hedonic value attitude purchase intention purchase decision cinema xxi}, doi={10.4108/eai.18-11-2020.2311683} }- Amiril Azizah
Ahyar M Diah
Herlina Rahmawati
Year: 2021
The Determinants of Purchase Decision on Cinema by Intervening Variable of Attitude and Purchase Intention
BIS-HSS
EAI
DOI: 10.4108/eai.18-11-2020.2311683
Abstract
Business cannot be separated from good service to make customer satisfaction. Thus, the objective of this study is to identify the effect of Service Quality, Social Influence, and social media, as well as Hedonic Value on Purchase Decision through Attitude and Purchase Intention on the Cinema XXI visitors of Big mall Samarinda. This study uses a quantitative approach using path analysis processed with SPSS and Structural Equation Modeling (SEM). The sample of 133 respondents was taken from society in Samarinda. The measurement scale uses a Likert scale with a score of 1 - 5. This study also tested the validity and reliability test, then carried out a further test of estimation and structural fit model test. The results are shown that social media and Hedonic Value having a significant impact on attitude and social media. Moreover, Attitude has a significant impact on Purchase Intention; Service Quality. Furthermore, Attitude and Purchase Intention has statistically significantly on Purchase Decision. However, Service Quality has no significant effect on Attitude; Service Quality, Social Influence. Additionally, Hedonic Value has no significant effect on Purchase Intention; Social Influence. Moreover, Hedonic Value has no significant effect on Purchase Decision.
