Pengaruh Team Identification Terhadap Attitude Towards Behavior dan Dampaknya pada Online Purchase Decision
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari Team Identification terhadap Attitude Towards Behavior dan dampaknya pada Online Purchase Decision terhadap Followers Instagram Team Esports Bigetron di Indonesia. Penelitian ini menggunakan metode penelitian kuantitatif dengan ukuran sampel 349 responden. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows versi 24. Hasil temuan pada penelitian ini menemukan bahwa gambaran Team Identification, Attitude Towards Behavior dan Online Purchase Decision berada pada kategori tinggi. Team Identification berpengaruh terhadap Attitude Towards Behavior, terdapat pengaruh antara attitude towards behavior terhadap Online Purchase Decision, serta terdapat pengaruh secara tidak langsung antara Team Identification terhadap Online Purchase Decision. Kesimpulan dari penelitian ini yaitu terdapat pengaruh Team Identification terhadap Attitude Towards Behavior serta dampaknya pada Online Purchase Decision yang dilakukan melalui survei pada followers instagram team esports Bigetron di Indonesia. Berdasarkan hasil penelitian, peneliti merekomendasikan agar dapat mempertahankan dan meningkatkan Online Purchase Decision melalui event-event esports yang melibatkan penggermar esports agar mampu meningkatkan keputusan pembelian terhadap Bigetron.
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References
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DOI: https://doi.org/10.17509/strategic.v25i2.88001
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