Motivasi sebagai variabel moderator dalam proses central dan proses peripheral

HERLINA, Sri, Dr. B.M. Purwanto, MBA

2004 | Tesis | S2 Manajemen

Pemahaman proses advertising mempengaruhi brand attitude (Ab) menjadi fokus penting penelitian konsumen selama ini. Advertisers selalu berharap bahwa sikap konsumen yang positif terhadap iklan akan ditransfer juga pada sikap konsumen yang positif terhadap merek. Berbagai penelitian menemukan bahwa Ab yang bermula dari proses peripheral menghasilkan konsistensi Ab behavior yang lebih rendah daripada Ab yang bermula dari proses central. Advertising yang menghasilkan respon sikap terhadap iklan dan juga Ab yang positif, diharapkan menghasilkan konsistensi Ab behavior yang lebih tinggi. Penelitian ini bertujuan untuk mendapatkan pemahaman yang lebih baik bagaimana motivasi memoderasi pengaruh proses central dan proses peripheral pada formasi brand attitude dan purchase intention dalam setting advertising. Hasil penelitian mengindikasikan bahwa (1) motivasi meningkatkan pengaruh brand cognition (BC) pada brand attitude melalui peningkatan kekuatan hubungan antara proses central dan brand attitude, (2) motivasi menurunkan pengaruh advertising attitude (Aad) pada brand attitude melalui penurunan kekuatan hubungan antara proses peripheral dan brand attitude, (3) motivasi meningkatkan pengaruh brand attitude pada brand purchase intention melalui peningkatan kekuatan hubungan antara brand attitude dan brand purchase intention, dan (4) motivasi menurunkan pengaruh advertising attitude pada brand cognition melalui penurunan kekuatan hubungan antara proses peripheral dan proses central.

Understanding the process through which advertising influences brand attitude (Ab) has been an important fokus of consumer research. Advertisers often hope that a consumer’s positive attitude toward the advertising (Aad) will be transferred to that individual’s attitude toward the brand (Ab). Many research finding that Ab originating from peripheral cues exhibits lower Ab behavior consistency than Ab formed from rational (central) processing. An advertising engendering superior Aad and possibly even superior Ab will be create consistency superior Ab behavior. The object of this research is to gain a better understanding of the process through how motivation moderates the impact of central and peripheral processing on the formation of brand attitude and purchase intentions in an advertising setting. The result indicate that (1) motivasi increases the impact of brand cognitions (BC) on brand attitude by increasing the strength of the relation between central processing and brand attitude, (2) motivasi decreases the impact of Aad on brand attitude by decreasing the strength of the relation between peripheral processing and brand attitude, (3) motivasi increases the impact of brand attitude on brand purchase intention by increasing the strength of the relation between brand attide and brand purchase intention, and (4) motivation decreases the impact of Aad on brand cognition by decreasing the strength of the relation between peripheral processing and central processing

Kata Kunci : Manajemen Pemasaran,Motivasi,Proses Peripheral