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Alwani Alwani
Universitas 17 Agustus 1945 Jakarta, Indonesia
Economics, Econometrics & Finance

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PERAN COMMUNITY ADVICE SEBAGAI PEMODERASI DALAM KEPUTUSAN PEMBELIAN Pristiana Widyastuti; Alwani Alwani
Jurnal Manajemen dan Pemasaran Jasa Vol. 11 No. 1 (2018): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4691.417 KB) | DOI: 10.25105/jmpj.v11i1.2496

Abstract

This study aims to analyze the influence of rational motives and emotional motives on purchasing decisions with community advice as a moderating variable. This study was conducted on biker as community adviser in Jakarta. The number of samples is 75 data, obtained from the questionaire filled by the respondents. Data analysis uses Structural Equation Modeling (SEM) with Partial Least Square (PLS) test equipment. The results of statistical tests revealed that the rational motives and emotional motives have positive effect on purchasing decisions, whereas community advice has no positive effect on purchasing decisions, it is not able to moderate the relationship among variables. Producer and distributors are important to maintain the quality and reliability of products that rationally influence consumers to buy. In addition, efforts to maintain the credibility of the brand are also important to emphasize the consumer’s pride.  
Co-Authors Pristiana Widyastuti