Hedonism and culture toward impact of shopping behavior
Case study in small medium enterprises in Bali
Keywords:
buying interest, culture, hedonism, MSMEs, shoppingAbstract
The research is aimed at finding out how the influence of hedonism behavior on Balinese culture and buying interest through Balinese culture. The data used in this study are primary data by distributing questionnaires to 100 MSME consumers in Bali. The data analysis technique used is path analysis (path analysis) with SmartPLS software version 3.0.m3. The results of the t-test in this study indicate that the hedonism behavior variable has a significant effect on Balinese cultural culture with t-statistic of 0.809 > t-table 1.97 and the value of p-values is 0.000 > 0.05. The effect of hedonism behavior on buying interest is positive and significant with t statistic value of 1.037 t-value of table 1.97 and p-value of values of 0.000 < 0.05. While the influence of Balinese cultural variables on buying interest is not significant it is so that true Balinese cultural variables as full mediating variables. The adjusted R-Square value for Balinese cultural variables only explained 74.2% of the hedonism behavior variable. The construct of buying interest is only explained at 69.7% of the Balinese cultural construct. The calculation results Q Square can be seen that the value of 0.798 is higher than 0 which means that the model has a good predictive value of relevance.
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