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Jurnal Manajemen
Vol 7 No 1 (2017): JURNAL MANAJEMEN VOL. 7 NO. 1 JUNI 2017
Article Info   ABSTRACT
Published date:
08 Jul 2017
 
Penelitian ini bertujuan untuk mengetahui pengaruh perceived credibility of product information, hedonic shopping motivation, personality and impulsive buying terhadap Online Buying Frequency dan impulsive buying pada produk UKM Kerajinan Logam Wirotocraft Kotagede Yogyakarta.
Populasi dalam penelitian ini yaitu konsumen Kerajinan Logam Wirotocraft Yogyakarta yang berbelanja on line dengan 150 responden. Metode pengambilan data menggunakan kuesioner. Teknik analisis yang digunakan adalah Structural Analysis Modelling (SEM).
Hasil penelitian menunjukkan Perceived Credibility Of Product Information, Hedonic Shopping Motivation dan Personality berpengaruh positif terhadap Online Buying  Frequency dan impulsive buying.
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