| Summary: | This research aimed at partially and simultaneously describing the influence of fear, threat, and efficacy on customer's motivation to buy cigarettes. This research applied survey methodology with quantitative approach. The population of this research was a young smoker aged 13 until 19 years old in Malang City. The sample of this research amounted to 116 respondents and the technique applied was purposive sampling. The instrument chosen to carry out this research was a questionnaire in form of a question with Likert scale. Data analysis adopted to conduct this research was descriptive analysis, multiple regression, simultaneous test (F) and partial test (t). The research result revealed that: partially, fear (X1) variable had a positive but not significant influence on consumer's motivation to buy cigarettes (Y); threat (X2) variable had a negative and no significant influence on consumer's motivation to buy cigarettes (Y); variable of efficacy (X3) had a negative and no significant influence on consumer's motivation to buy cigarettes (Y). Simultaneously, fear (X1), threat (X2) and efficacy (X3) variable had no simultaneous influence on consumer's motivation to buy (Y). According to that result, fear is the one and only variable having positive value although very low.
|
|---|