Paramitha, Intan Tirzana (2025) Pengaruh Faktor Sosial, Persepsi Harga, Dan Karakteristik Produk Terhadap Keputusan Penggunaan Rokok Elektrik Melalui Persepsi Manfaat Dengan Media Sosial Dan Regulasi Pemerintah Sebagai Variabel Moderasi Pada Perokok Dewasa Usia Legal Di Kota Surabaya. (The Influence of Social Factors, Price Perception, and Product Characteristics on the Decision to Use E-Cigarettes Through Perceived Benefits with Social Media and Government Regulations as Moderating Variables in Adult Legal-Age Smokers in Surabaya). Masters thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The purpose of this study was to prove and analyze the influence of social factors, price perception, and product characteristics on the decision to use e-cigarettes through the perception of usefulness with social media and government regulations as moderating variables to adult smokers of legal age in Surabaya City. The type of research used is quantitative with a causal explanatory approach. The population in this study were adult smokers of legal age, both male and female in Surabaya City who had or were using or had completely switched to e-cigarettes and had social media. The sampling technique used was Purposive Sampling. The sample used was 182 respondents. Data collection used a consumer research platform and was measured using a Likert scale. The analysis technique used the Structural Equation Model (SEM) tool, then the Partial Least Square (PLS) program was used. The results of this study indicate that: 1) Social factors have a significant positive effect on the decision to use. 2) Social factors have a significant positive effect on the perception of usefulness. 3) Price perception has a significant positive effect on the decision to use. 4) Price perception has a significant positive effect on the perception of usefulness. 5) Product characteristics have a significant positive effect on the decision to use. 6) Product characteristics have a significant positive effect on the perception of usefulness. 7) Perceived benefits have a significant positive effect on usage decisions. 8) The interaction between social media and perceived usefulness does not have a significant effect on usage decisions. 9) The interaction between government regulations and perceived usefulness does not have a significant effect on usage decisions. Keywords: Social Factors, Product Characteristics, Social Media, Government Regulation, and Electronic Cigarette Usage Decisions
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Social Factors, Product Characteristics, Social Media, Government Regulation, and Electronic Cigarette Usage Decisions |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Magister Manajemen |
| Depositing User: | 1262400027 Intan Tirzana Paramitha |
| Date Deposited: | 17 Jul 2026 08:00 |
| Last Modified: | 17 Jul 2026 08:00 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/38856 |
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