传统市场向现代市场购物模式转变中个人因素对感知和动机的影响

Jurnal MANAJERIAL Pub Date : 2020-06-20 DOI:10.17509/manajerial.v20i1.24857

Euis Eka Pramiarsih, Cucu Lisnawati

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引用次数: 1

摘要

现代市场(超市)的发展对传统市场产生了很大的影响，尤其是在消费者方面。因此，本研究的目的在于分析从传统市场到现代市场，个人因素对购买倾向感知和动机的影响。本研究采用问卷调查法，采用随机问卷法选取257名现代市场消费者作为调查对象。然后利用AMOS Software Ver. 18.0对收集到的数据进行结构方程建模(SEM)模型分析。结果表明，个人因素对南苏拉威西望加锡地区居民从传统市场到现代市场的家庭购物模式的感知有显著的正向影响，而对家庭购物模式的动机有显著的负向影响。关键词:个人、感知、动机因素

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THE INFLUENCE OF PERSONAL FACTOR ON PERCEPTION AND MOTIVATION IN THE SHIFTING OF SHOPPING PATTERN FROM TRADITIONAL TO MODERN MARKETS

The growth of modern markets (supermarket) has big influence on traditional markets, especially regarding their consumers. Therefore the purposes of this research are analyzing the influence of personal factor to perception and motivation in purchasing tendency from traditional market to modern market.The research was using survey method with 257 respondents (modern market consumer) which are selected by accidental respondent method. Collected data then proceed to be analyzed by Structural Equation Modeling (SEM) model utilizing AMOS Software Ver. 18.0.The result shows that personal factor significantly and positively influencing perception but negative and insignificant to the motivation of household shopping pattern from traditional market to modern market in Makassar, South SulawesiKeywords : personal, perception, and motivation factor

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Jurnal MANAJERIAL

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