文章基本信息

标题：THE DYNAMICS OF COLORS,CONSUMER PERCEPTIONS,AND PURCHASING INTENTIONS OF THE PRIMAVERAVESPA PRODUCTS:A REVIEW OF YOUNG CONSUMER BEHAVIOR
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作者：Dian Ari Nugroho ; Dimas Hendrawan
期刊名称：Jurnal Aplikasi Manajemen
印刷版ISSN：1693-5241
电子版ISSN：2302-6332
出版年度：2017
卷号：15
期号：2
页码：195-204
DOI：10.18202/jam23026332.15.2.02
语种：English
出版社：University of Brawijaya
摘要：This study aims to determine if the Primavera Vespa product color differences have a significant influence on the Vespa product consumer perceptions and also to determine if the Primavera Vespa consumer perceptions on the products have a significant influence on the purchasing intention of Primavera Vespa product itself.This experimental research using 24 young consumers as respondents with purposive sampling as sampling technique.Data is collected through questionnaires with Likert scale.Hypothesis testing using different ANOVA test and Simple Regression Analysis.The results of this study indicate if the color difference of Primavera Vespa product has a significant influence on the consumer perception.The study also found if the color perceptions of Primavera Vespa products such as azzuro marechiaro,blue midnight,montebianco,nero volcano,and rosso dragon types have a significant effect on purchasing intentions to the product.
关键词：color;perception;purchasing intention