MENGUJI PERILAKU KONSUMEN WEARABLE TECHNOLOGY: FAKTOR-FAKTOR PENENTU PURCHASE INTENTION SMARTWATCH DI DKI JAKARTA

AHMADA AMAR ALBAR, . (2026) MENGUJI PERILAKU KONSUMEN WEARABLE TECHNOLOGY: FAKTOR-FAKTOR PENENTU PURCHASE INTENTION SMARTWATCH DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Influence, Product Quality, Electronic Word of Mouth (eWOM), dan Perceived Value terhadap Purchase Intention pada konsumen smartwatch di DKI Jakarta. Penelitian ini dilatarbelakangi oleh perkembangan wearable technology yang semakin mendorong penggunaan smartwatch sebagai perangkat yang tidak hanya mendukung kebutuhan teknologi, tetapi juga aktivitas dan gaya hidup konsumen. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode convenience sampling, sehingga diperoleh sebanyak 250 responden. Data dikumpulkan melalui kuesioner dengan skala Likert enam poin dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa Social Influence berpengaruh positif dan signifikan terhadap Perceived Value, tetapi tidak berpengaruh signifikan terhadap Purchase Intention. Product Quality berpengaruh positif dan signifikan terhadap Purchase Intention dan Perceived Value. Selanjutnya, Electronic Word of Mouth (eWOM) berpengaruh positif dan signifikan terhadap Purchase Intention dan Perceived Value. Perceived Value juga terbukti berpengaruh positif dan signifikan terhadap Purchase Intention. Dengan demikian, enam dari tujuh hipotesis penelitian diterima, sedangkan satu hipotesis ditolak. Temuan penelitian menunjukkan bahwa Product Quality, Electronic Word of Mouth (eWOM), dan Perceived Value merupakan faktor yang berperan penting dalam meningkatkan Purchase Intention smartwatch. Sementara itu, Social Influence lebih berperan dalam membentuk persepsi nilai konsumen daripada mendorong niat beli secara langsung. Hasil penelitian ini memberikan implikasi bagi perusahaan smartwatch untuk meningkatkan kualitas produk, mengelola komunikasi digital dan eWOM, serta memperkuat nilai yang dirasakan konsumen. ***** This study aims to analyze the influence of Social Influence, Product Quality, Electronic Word of Mouth (eWOM), and Perceived Value on Purchase Intention toward smartwatches among consumers in DKI Jakarta. This study is motivated by the development of wearable technology, which has increasingly encouraged the use of smartwatches not only to fulfill technological needs but also to support consumers’ daily activities and lifestyles. A quantitative approach with a survey method was employed. The sampling technique used was non-probability sampling with a convenience sampling method, resulting in a total of 250 respondents. Data were collected through a questionnaire using a six-point Likert scale and analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results show that Social Influence has a positive and significant effect on Perceived Value, but does not have a significant effect on Purchase Intention. Product Quality has a positive and significant effect on both Purchase Intention and Perceived Value. Furthermore, Electronic Word of Mouth (eWOM) has a positive and significant effect on both Purchase Intention and Perceived Value. Perceived Value also has a positive and significant effect on Purchase Intention. Thus, six of the seven hypotheses proposed in this study are supported, while one hypothesis is not supported. The findings indicate that Product Quality, Electronic Word of Mouth (eWOM), and Perceived Value play important roles in increasing consumers’ Purchase Intention toward smartwatches. Meanwhile, Social Influence plays a greater role in shaping consumers’ perceived value than in directly encouraging their purchase intention. These findings provide practical implications for smartwatch companies to improve product quality, manage digital communication and eWOM, and strengthen consumers’ perceived value.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D.; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Ahmada Amar Albar .
Date Deposited:	24 Aug 2026 01:28
Last Modified:	24 Aug 2026 01:28
URI:	http://repository.unj.ac.id/id/eprint/72953

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