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All Journal Jurnal Siasat Bisnis Jurnal Manajemen Teknologi Proceeding Fakultas Ekonomi KOMUNITAS: INTERNATIONAL JOURNAL OF INDONESIAN SOCIETY AND CULTURE JDM (Jurnal Dinamika Manajemen) Gadjah Mada International Journal of Business Journal of Indonesian Economy and Business Benefit: Jurnal Manajemen dan Bisnis Journal of Innovation in Business and Economics
B M Purwanto
Universitas Gadjah Mada
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Journal : Proceeding Fakultas Ekonomi

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PENGARUH PERERANGKAAN PESAN PADA PERSEPSI RISIKO KONSUMEN DENGAN MOTIVASI SEBAGAI VARIABEL PEMODERASI* Euis, Soliha; BM., Purwanto
Proceeding Fakultas Ekonomi 2012
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This study examines the effect of message framing on consumer risk perception moderated byconsumer motivation. Between groups, 2x2 factorial design is employed to test the hypotheses. Messageframing is the independent variable and is manipulated into positive and negative message framing.Consumer motivation and consumer risk perception are measured variables. Consumer motivation is amoderating variable and categorized into rational and emotional motivation. The results of the studyshow that: (1) there is significant difference in consumer risk perception between that with positivemessage framing and that with negative message framing and (2) consumer motivation moderate theeffect of message framing on consumer risk perception.Keywords: message framing, motivation, rational motives, emotional motives, consumer risk perception
Co-Authors Basu S. Dharmmesta Basu Swastha Dharmmesta Berta Bekti Retnawati Cesya Rizkika Parahiyanti Dien Mardhiyah Euis Soliha Fenika Wulani Hani Handoko hendarto, kresno agus Kresno A. Hendarto Miftahuddin, Muhammad Agung Moira M.M Moeliono Moira M.M. Moeliono