Peran Variabel Moderator dalam Mempengaruhi Minat Beli Konsumen terhadap Pembelian Aktual
DOI:
https://doi.org/10.38035/jemsi.v7i6.9354Keywords:
Minat Beli, Pembelian Aktual, Persepsi Harga, Keraguan Konsumen, ModeratorAbstract
Penelitian ini bertujuan untuk menilai apakah terdapat kesenjangan perilaku konsumen yaitu perbedaan antara Minat Beli dengan Perilaku Pembelian Aktual. Ketika membeli produk ramah lingkungan. Variabel yang terlibat dalam penelitian ini adalah variabel Minat Beli, Variabel Pembelian Aktual dan dua variabel moderator yaitu persepsi harga dan Keraguan Konsumen (skeptism). Data dalam penelitian ini diperoleh dengan cara menggunakan kuesioner terhadap 109 responden degan menggunakan metoda probability sampling. Kriteria responden adalah masyarakat yang memiliki kemampuan untuk bertransaksi dan telah terpapar informasi terkait produk ramah lingkungan. Metoda yang digunakan dalam penelitian ini adalah metoda kuantitatif dengan menggunakan Structural Equation Modelling /SEM sebagai alat bantu analisisnya. Hasil penelitian mengungkapkan bahwa Minat Beli Konsumen sangat berperan secara signifikan dalam memutuskan Pembelian akan tetapi variabel moderator persepsi harga dan keraguan konsumen memperlemah Minat Beli untuk merealisasikannya menjadi Pembelian Aktual.
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