FAKTOR-FAKTOR PENYEBAB KEENGGANAN MASYARAKAT SURAKARTA MENGGUNAKAN BATIK SOLO TRANS SEBAGAI MODA TRANSPORTASI UTAMA DENGAN TINGKAT KEINOVATIFAN KONSUMEN SEBAGAI PEMODERASI

, Latifah (2017) FAKTOR-FAKTOR PENYEBAB KEENGGANAN MASYARAKAT SURAKARTA MENGGUNAKAN BATIK SOLO TRANS SEBAGAI MODA TRANSPORTASI UTAMA DENGAN TINGKAT KEINOVATIFAN KONSUMEN SEBAGAI PEMODERASI. Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRACT FACTORS THAT LEAD SURAKARTA’S CITIZEN TO RESIST BATIK SOLO TRANS AS MAIN TRANSPORTATION MODEWITH CONSUMER INNOVATIVENESSAS MODERATING VARIABLE LATIFAH NIM. F0212062 The ever increasing population of Indonesia’s citizen hascausedsome problems in fulfilling the public’s needs such as the need for reliable public transportation facility. Particularly in Surakarta, the transit bus Batik Solo Trans (BST) failed in attracting commuters in Surakarta to switch to BST. This research aims to investigate factors that cause public’s resistance to BST by applying Ram and Sheth’s (1989) model of Consumer Resistance. Perceived value, perceived usage, risk, the green value and product image are believed to be the accurate predictors of consumer resistance (Gurtner, 2014; Antioco and Kleijnen, 2009). Another variable namely consumer innovativeness has been added to the model as a moderator. Consumer innovativeness is an important factor in the resistance model as the more innovative the consumers, the easier for them to welcome and adopt a new product or service despite of learning people’s opinion about the products. The result shows that perceived value and risk are the most correlated factors to consumer resistance towards BST. Besides, consumer innovativeness found to be partially moderate the relation between independent and dependent variables. Keyword: Consumer Resistance Model, Consumer Innovativeness, Consumer Resistance, Public Transportation.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Cantya Dyana Larasati
    Date Deposited: 06 Sep 2017 00:43
    Last Modified: 06 Sep 2017 00:43
    URI: https://eprints.uns.ac.id/id/eprint/34447

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