Pengaruh Emotional Value, Sosial Value, dan Persepsi Harga Terhadap Minat Beli Merchandise Band Hardcore Punk di Surabaya. (The Influence of Emotional Value, Social Value, and Price Perception on the Purchase Intention of Hardcore Punk Band Merchandise in Surabaya).

Nata, Yoga Fitrah Hadiyah (2024) Pengaruh Emotional Value, Sosial Value, dan Persepsi Harga Terhadap Minat Beli Merchandise Band Hardcore Punk di Surabaya. (The Influence of Emotional Value, Social Value, and Price Perception on the Purchase Intention of Hardcore Punk Band Merchandise in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Maraknya band-band Hardcore maka para band dan Musisi juga dituntut untuk membuat sebuah strategi yang apik dan menarik agar karyanya dapat dinikmati dan di dengar telinga masyarakat dan dari itu masyarakat akan mencari merchandise dari band atau musisi tersebut. Saat ini band hardcore punk mulai disukai banyak orang. Hal ini terbukti pada banyak yang terjual dengan cepat, mulai dari via online maupun offline. Merchandise kini merupakan faktor paling besar sebuah band untuk tetap bisa bertahan di dunia musik. Populasi pada penelitian ini yaitu pecinta sub-kultur dan sub-genre hardcore punk di Surabaya. Teknik sampel pada penelitian ini yaitu convenience sampling dengan jumlah sampel 97 responden serta dianalisis dengan alat bantu IBM SPSS. Pada penelitian ini memperoleh hasil bahwa emotional value dan persepsi harga secara parsial berpengaruh positif dan signifikan terhadap minat beli, sedangkan social value berpengaruh positif dan tidak signifikan. Secara simultan ketiga variabel bebas tersebut berpengaruh secara positif dan signifikan terhadap minat beli.

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