Peran Sensitivitas Harga dalam Memoderasi Minat Pembelian

Kristian Suhartadi Widi Nugraha, Bachtiar Maliki

Abstract


Penelitian ini bertujuan untuk mengetahui bagaimana peran sensitivitas harga sebagai moderasi dari kualitas produk, periklanan dan perceived risk terhadap minat pembelian. Sampel diambil dengan teknik purposive sampling dengan mengambil 120 responden. Analisis data menggunakan SEM-PLS menggunakan smartpls 3.0. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap minat pembelian, periklanan berpengaruh signifikan terhadap minat pembelian dan perceived risk berpengaruh signifikan terhadap minat pembelian, namun sensitivitas harga hanya dapat memoderasi periklanan terhadap minat pembelian. Sedangkan pada kualitas produk dan perceived risk, sensitivitas harga tidak memoderasi.

 

Kata Kunci: kualitas produk, periklanan, perceived risk, sensitivitas harga,minat pembelian

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DOI: https://doi.org/10.31294/widyacipta.v5i1.9879

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