Turnitin: Pengaruh consumption value terhadap niat beli dengan wom sebagai variabel moderating

Abstract

One of the creative industries which have great potential to develop is the water hyacinth handicraft industry. Unfortunately, water hyacinth handicraft industry has not been widely hailed by others, eventhoug it is capable of producing a wide variety of products such as slippers, bags, furniture, souvenirs, and others depend on the creativity, skill, and talent of craftsman. Furthermore, creative industries based on environment can also be an answer to the environmental problems that arise. People who are aware of the environmental issues would have intention to show environmental behavior, like doing environmental buying behavior. In order to embed environmental behavior, Enqvist-Jonsson and Nilson (2014) emphasized the importance of knowing the factors that can affect a person in pro-environmental behavior. Based on this argument, this study aimed to get an overview of the factors that influence consumer intentions to purchase water hyacinth products, especially in the area of Surabaya. These factors should be oriented on market demand of water hyacinth handicraft consumers in order to increase buying behavior. These factors are are Functional Value, Emotional Value, and Social Value. To analyze the data, this study used Multiple Linear Regression (MLR) and Moderated Regression Analysis (MRA). The results showed that Emotional and Social Value have positive and significant impact on Buying Intention, while Functional Value variabel have positive but not significant effect on Buying Intention. Moderating effects of Word Of Mouth is proved to have significant effect on the relationship between Functional and Emotional Value on Buying Intention, but is not proved to have significant effect in the relationship between the Social Value on Buying Intention