ANALYSIS FACTOR THAT AFFECTING PURCHASE INTENTION CONSUMER TO REDEEM ONLINE COUPONS IN STARBUCKS MANADO TOWN SQUARE 3
Abstract: Online Coupons
present an exciting new opportunity to target consumers with highly customized
offers. Research on the factors influencing attitude and behavioral intention
of consumers using mobile coupons is scanty. This research is quantitative type
of research which uses primary data obtained through questionnaire and uses
Confirmatory Factor Analysis (CFA) as the analytical tool. The population of
this research is the consumer that redeem online coupons in Starbucks Manado
Town Square 3, where the sample size is taken from 100 consumer. In this
research, there are 20 variables that defined as factors that affecting
purchase intention consumer to redeem online coupons at Starbucks Manado Town
Square 3. There are 20 variables included in the analysis, and the results show
that 1variable are not eligible at the time of data management and 19 variables
correlate with other variable.The three primary objective of this study are to
analyze factor that affecting purchase intention consumer to reedem online
coupong.The results of the study show that perceived usefulness, product
quality, lifestyle, and social factor influence the behavior and intention of
consumers to redeem online coupons. Starbucks Manado Town Square 3
shouldmaintain and improve the product quality and online coupon to attracting
of customer attention.
Keywords: purchase intention,
confirmatory factor analysis, online coupons
Penulis: Yolanda Yunifer
Pateh, S.L.H.V Joyce Lapian, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180275
