Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
The Effect of Perceived Risks and Benefits Toward Attitude and Behavioral Intentions of Millennial Consumers in Bandung City Case Study: SMEs Food on Go-Food
Skripsi, 016 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:37:04
Oleh : Muhammad Ferry Fitriadi - 175264017 (muhammad.ferry.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Behavioral Intention, Millennials, SMEs, Online, Attitude
One of the creative industry sub-sectors that is experiencing a trend and is in demand by Millennial consumers is the culinary sub-sector. Based on the pilot test on the Millennial generation and SMEs actors in Bandung, it can be concluded that the Millennial generation likes and buys SMEs food on Go-Food, but SMEs actors in Go-Food do not know the trend of the Bandung Millennial generation and SMEs in Go-Food experience problems in promotion because of lack promotion by Go-Food. This study aims to identify the factors that influence the Attitudes and Intentions of Millennial consumer behavior in buying SMEs food on Go-Food. To achieve this goal, this study uses a quantitative and qualitative approach with a focus on Millennial consumers who use Go-Food. Data was collected by using a questionnaire to 400 respondents. Data were analyzed using SPSS for descriptive analysis and Smart PLS for modelling. The quantitative findings show that perceived risks and benefits play an important role in shaping attitudes, and perceived risks directly affect behavioral intentions. Meanwhile, for qualitative results, consumers like SMEs food because of its affordable prices and discounts at big events. Meanwhile, the things that need to be improved by SMEs actors are food packaging and promotion. So the output of this research is in the form of a Guide book on How to Promote SMEs Food for Millennials on Instagram. In addition, this research provides useful insights for academics and business people. Keywords: Behavioral Intention, Millennials, SMEs, Online, Attitude.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:37:04
Oleh : Muhammad Ferry Fitriadi - 175264017 (muhammad.ferry.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Behavioral Intention, Millennials, SMEs, Online, Attitude
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Deskripsi Alternatif :One of the creative industry sub-sectors that is experiencing a trend and is in demand by Millennial consumers is the culinary sub-sector. Based on the pilot test on the Millennial generation and SMEs actors in Bandung, it can be concluded that the Millennial generation likes and buys SMEs food on Go-Food, but SMEs actors in Go-Food do not know the trend of the Bandung Millennial generation and SMEs in Go-Food experience problems in promotion because of lack promotion by Go-Food. This study aims to identify the factors that influence the Attitudes and Intentions of Millennial consumer behavior in buying SMEs food on Go-Food. To achieve this goal, this study uses a quantitative and qualitative approach with a focus on Millennial consumers who use Go-Food. Data was collected by using a questionnaire to 400 respondents. Data were analyzed using SPSS for descriptive analysis and Smart PLS for modelling. The quantitative findings show that perceived risks and benefits play an important role in shaping attitudes, and perceived risks directly affect behavioral intentions. Meanwhile, for qualitative results, consumers like SMEs food because of its affordable prices and discounts at big events. Meanwhile, the things that need to be improved by SMEs actors are food packaging and promotion. So the output of this research is in the form of a Guide book on How to Promote SMEs Food for Millennials on Instagram. In addition, this research provides useful insights for academics and business people. Keywords: Behavioral Intention, Millennials, SMEs, Online, Attitude.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Drs. Deddy Saefulloh, MBA., Ph.D., Editor: Erlin Arvelina
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