Motivasi Sebagai Variabel Moderator Dalam Proses Central Dan Proses Peripheral
Herlina, Sri. (Adv.: Dr. B.M. Purwanto, MBA), Dr. B.M. Purwanto, MBA
Berdasarkan literatur, brand purchase intention dipengaruhi oleh proses peripheral maupun proses central. Proses peripheral menjelaskan pengaruh advertising attitude pada brand attitude, sementara proses central menjelaskan pengaruh brand cognition pada brand attitude. Lebih jauh berbagai penelitian menemukan bahwa proses peripheral menghasilkan brand purchase intention yang lebih rendah daripada proses central.
Penelitian ini bertujuan untuk mendapatkan pemahaman yang lebih baik bagaimana motivasi memoderasi pengaruh proses central clan proses peripheral pada formasi brand attitude clan purchase intention. Responden dalam penelitian adalah 296 mahasiswi yang terbagi dalam dua kelompok, 151 kelompok high motivation clan 145 kelompok low motivation. Studi ini menggunakan metode eksperimen. Responden diperlihatkan iklan cetak fictive merek sabun beauty. Peneliti memanipulasi tingkat motivasi dengan memberi hadiah kepada kelompok eksperimental untuk menciptakan high motivation, sebagaimana yang peneliti harapkan motivasi dari kelompok eksperimental lebih tinggi dari kelompok kontrol. Setelah diperlihatkan iklan, responden mengisi kuesioner yang terstJrulctur.
Hasil penelitian mengindikasikan bahwa motivasi memoderasi pengaruh advertising attitude (Aad) pada brand attitude. Pada kondisi low motivation pengaruh advertising attitude pada brand attitude lebih kuat dibanding pada kondisi high motivation. Motivasi memoderasi pengaruh brand attitude paWl brand purchase intention. Pada high motivation pengaruh brand attitude pada brand purchase intention lebih kuat dibanding pada low motivation. Motivasi memoderasi pengaruh advertising attitude pada brand cognition. Pada low motivation pengaruh advertising attitude pada brand cognition lebih kuat dibanding pada high motivation. Akan tetapi motivasi memoderasi secara tidak signifikan pengaruh brand cognition (Be) pada brand attitude (Ab). Pengaruh brand cognition pada brand attitude pada high motivation dan low motivation tidak berbeda secara signifikan.
Based on literature, brand purchase intention is influenced by peripheral process as well as central process. Peripheral process describe the influence of advertising attitude on brand attitude, where as central process describe the influence of brand cognition on brand attitude. Furthermore, several studies found that peripheral process results in lower brand purchase intention than that of central process.
The objective of this study is to gain a better understanding of how motivation moderates the effect of central and peripheral process on the formation of brand attitude and purchase intention. The respondens are 296 female undergraduate students which devided into two groups, high motivation group and low motivation group, each consists of 151 students and 145 students respective)I. This study used paper and pencil experiment method. Respondens were exposed to a printed advertising of a fictitious beauty soap brand. The researchers manipulated the levels of motivation by giving gifts to experimental group to creat high motivation, such that the researchers expect the motivation of the experimental group is higher than that of the control group. After being exposed to the advertising, the respondens filled out the self-administered and structured questionnaire.
The results indicates that motivation moderates the effect of advertising attitude on brand attitude. In low motivation group, the effect of advertising attitude on brand attitude is stronger than that of high motivation group. Motivation moderates the effect of brand attitude on brand purchase intention. In high motivation group, the effict of brand attitude on brand purchase intention is stronger than that of low motivation group. Motivation moderates the effect of advertising attitude on brand cognition. In low motivation group, the effect of advertising attitude on brand attitude is stronger than that of high motivation group. However, motivation does not significantly moderates the effict of brand cognition on brand attitude. The effect of brand cognition on brand attitude is not significantly different between high and low motivation group.
Kata Kunci : Motivasi, advertising attitude, brand attitude, brand cognition, purchase intention, central processing, peripheral processing
