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Pengaruh Pererangkaan Pesan pada Persepsi Risiko Konsumen dengan Motivasi sebagai Variabel Pemoderasi

Author

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  • Euis Soliha
  • BM. Purwanto

Abstract

Penelitian ini bertujuan menguji pengaruh pererangkaan pesan dalam iklan pada persepsi risiko konsumen yang dimoderasi oleh motivasi konsumen. Untuk menguji hipotesis, penelitian ini menggunakan eksperimen dengan desain faktorial 2x2. Pererangkaan pesan merupakan variabel independen yang dimanipulasi ke dalam pererangkaan pesan positif dan pererangkaan pesan negatif. Persepsi risiko konsumen merupakan variabel dependen. Sedangkan motivasi konsumen merupakan variabel moderasi yang diukur menjadi dua kategori, yaitu motivasi rasional dan motivasi emosional. Hasil penelitian menunjukkan bahwa terdapat perbedaan yang signifikan antara persepsi risiko konsumen dengan pererangkaan pesan positif dan persepsi risiko konsumen dengan pererangkaan pesan negatif dan motivasi konsumen memoderasi pengaruh pererangkaan pesan pada persepsi risiko konsumen.Kata kunci: pererangkaan pesan, motivasi, motif rasional, motif emosional, persepsi risiko konsumen.

Suggested Citation

  • Euis Soliha & BM. Purwanto, 2012. "Pengaruh Pererangkaan Pesan pada Persepsi Risiko Konsumen dengan Motivasi sebagai Variabel Pemoderasi," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 16(1).
    • Handle: RePEc:uii:jsbuii:v:16:y:2012:i:1:id:3926
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    Cited by:

    1. Euis Soliha & Suzy Widyasari, 2018. "Message Framing and Source Credibility in Product Advertisements with High Consumer Involvement," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 413-422.

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