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  • Laura - Kerangka Konseptual

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    Geri W. Karim
    9 views5 pages
    The document depicts two models: 1) A model of market segmentation factors (X1-X4) that influence marketing communication (Y1) and purchasing decisions (Y2). 2) A model of factors (X1-X2) that influence lifestyle (X1) and social media use (X2) and their impact on purchasing decisions (Y). Arrows and labels (H1.1-H1.9) represent relationships between variables in the models.

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    How to know about research frame

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    The document depicts two models: 1) A model of market segmentation factors (X1-X4) that influence marketing communication (Y1) and purchasing decisions (Y2). 2) A model of factors (X1-X2) that influence lifestyle (X1) and social media use (X2) and their impact on purchasing decisions (Y). Arrows and labels (H1.1-H1.9) represent relationships between variables in the models.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    9 views5 pages

    Laura - Kerangka Konseptual

    Uploaded by

    Geri W. Karim
    The document depicts two models: 1) A model of market segmentation factors (X1-X4) that influence marketing communication (Y1) and purchasing decisions (Y2). 2) A model of factors (X1-X2) that influence lifestyle (X1) and social media use (X2) and their impact on purchasing decisions (Y). Arrows and labels (H1.1-H1.9) represent relationships between variables in the models.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 5

    Segmentasi (X1)

    Segmentasi (X1)

    H1.6
    H 1.6
    Sasaran (X2)
    Sasaran (X2) H1.1
    H 1.1

    H1.7
    H 1.7

    H1.2
    H 1.2

    Komunikasi
    Komunikasi H1.5
    H 1.5 Keputusan
    Keputusan
    Pemasaran (Y1)
    Pemasaran (Y1) Pembelian (Y2)
    Pembelian (Y2)

    H1.3
    H 1.3
    H1.8
    H 1.8

    Diferensiasi (X3)
    Diferensiasi (X3) H1.4
    H 1.4

    H1.9
    H 1.9

    Positionong (X4)
    Positionong (X4)
    Reliability (X1)
    Reliability (X1)
    0,228
    0,228
    0,261
    0,261

    Assurance (X2)
    Assurance (X2)
    (0,493)
    (0,493) e1 == 0,179
    0,179 e2 == 0,219
    0,219
    0,026 e1 e2
    0,026

    Tangibles (X3)
    Tangibles (X3) 0,136
    0,136 Kepuasan (Y1)
    Kepuasan (Y1) 0,305
    0,305 Loyalitas (Y2)
    Loyalitas (Y2)

    0,244
    0,244 0,303
    0,303
    Empathy (X4)
    Empathy (X4)
    0,444
    0,444
    0,357
    0,357
    Responsiveness
    Responsiveness
    (X5)
    (X5)
    Reliability (X1)
    Reliability (X1)

    H1.1
    H 1.1
    Assurance (X2)
    Assurance (X2) H1.6
    H 1.6

    H1.2
    H 1.2

    H1.7
    H 1.7
    Tangibles (X3)
    Tangibles (X3) Kepuasan (Y1)
    Kepuasan (Y1) Loyalitas (Y2)
    Loyalitas (Y2)
    H1.5
    H 1.5

    Empathy (X4)
    Empathy (X4) H1.8
    H 1.8
    H1.3
    H 1.3

    Responsiveness H1.9
    H
    Responsiveness 1.9

    (X5)
    (X5) H1.4
    H 1.4
    Gaya Hidup
    Gaya Hidup (X1)
    (X1) H1.1
    H 1.1

    H1.2
    H 1.2

    Keputusan
    Keputusan
    Pembelian (Y)
    Pembelian (Y)

    H1.3
    H 1.3

    Media Sosial
    Media Sosial
    (X2)
    (X2)

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