THE EFFECT OF SERVICE QUALITY, SOCIAL INFLUENCE, SOCIAL MEDIA AND HEDONIC VALUE ON PURCHASE DECISION THROUGH ATTITUDE AND PURCHASE INTENTION ON CINEMA XXI Amiril Azizah, Ahyar M Diah, Herlina Rahmawati
Politeknik Negeri Samarinda
Abstract
Business cannot be separate with good service to make customer satisfaction. Thus, the objective in 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 were taken from the 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 further test of estimation and structural fit model test. The results is shown that Social Media and Hedonic Value having significant impact on Attitude- Social Media. Moreover, Attitude has significant impact on Purchase Intention- Service Quality. Furthermore, Attitude and Purchase Intention has statistically significantly on Purchase Decision. However, Service Quality have no significant effect on Attitude- Service Quality, Social Influence. Additionally, Hedonic Value have no significant effect on Purchase Intention- Social Influence. Moreover, Hedonic Value have no significant effect on Purchase Decision.
Keywords: Service Quality, Social Influence, Social Media, Hedonic Value, Attitude, Purchase Intention, Purchase Decision, Cinema XXI
