Open Accessthe role of materialism moderates the perception of value and consumer innovativeness to purchasing decisions (studies on iPhone products in the city of Denpasar)
Author(s) -
I. Putu Risky Adityawan,
AA Gede Agung Arta Kusuma
Publication year - 2018
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2018.v7.i03.p14
Subject(s) - purchasing , nonprobability sampling , materialism , perception , product (mathematics) , marketing , value (mathematics) , business , advertising , purchasing decision , consumer behaviour , psychology , sociology , mathematics , statistics , population , philosophy , demography , geometry , epistemology , neuroscience
This study aims to determine the role of materialism to moderate the perception of value and consumer innovaativeness to purchase decisions (Study On iPhone Products in Denpasar) with the number of samples taken as many as 128 people. Using non-probability sampling method with purposive sampling technique. The data of this study were collected through questionnaire. The analysis technique used is MRA (Moderate Regresion Analysis). Based on the results of the analysis, this study shows that the perception of value have a positive and significant impact on purchasing decisions. Consumer innovativeness has a positive and significant impact on purchasing decisions. Materialism as a moderating variable weakens the influence of value perception on iPhone product purchase decision in Denpasar City, and Materialism as a moderating variable reinforces the influence of consumer innovativeness on iPhone product purchase decision in Denpasar City. It is important for companies to pay more attention to consumer perceptions of value and consumer innovativeness, with that in mind, manufacturers will be able to improve consumer purchasing decisions.