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[Berbelanja merupakan salah satu kegiatan yang dilakukan atas dasar motivasiutilitarianism dan hedonism. Identifikasi atas motivasi yang mendorong konsumenuntuk berbelanja dapat membantu kesuksesan suatu produk. Oleh karena itu penelitianini bertujuan untuk mengetahui konsekuensi hubungan antara motivasi berbelanjaterhadap intentional loyalty dan penyebaran word of mouth dengan priceconsciousness sebagai variabel mediasi. Penelitian ini akan diuji berdasarkan duasaluran distribusi yang berbeda yakni offline dan online. Survei yang dilakukanterhadap 330 responden dengan menggunakan metode structural equation modeling,membuktikan bahwa motivasi berbelanja berpengaruh signifikan dan positif denganintentional loyalty, word of mouth serta price consciousness secara simultan.Perbandingan terhadap saluran distribusi offline dan online menunjukkan bahwahubungan motivasi berbelanja dengan price consciousness dan intentional loyaltylebih kuat terhadap perbelanjaan secara offline dibandingkan online. Sedangkanhubungan antara motivasi berbelanja dengan word of mouth, antara priceconsciousness dengan word of mouth serta price consciousness dengan intentionalloyalty lebih kuat terhadap perbelanjaan secara online dibandingkan offline., Shopping is one of the activities that occurred as a result from utilirianism andhedonism motivation. The identification of shopping motivations, which encouragesconsumers to shop, is a favorable outcome to achieve desired objectives of a productsuccess. Therefore, this study aims to know the consequences of a relationshipbetween motivation to shop with intentional loyalty and word-of-mouth, using priceconsciousness as a mediation variable. The output of this research will be tested basedon two different distribution channel such as online and offline. This survey, by using330 customer as respondents and SEM method, found the relationship betweenshopping motivation, price consciousness and intentional loyalty simultaneously.However, shopping motivation has greater influence to word-of mouth and intentionalloyalty on online channel than offline channel. Another stronger influence was alsofound in the relationship between price consciousness towards both variable, word ofmouth and intentional loyalty, on online channel.] |
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