PENGARUH INFORMATION TRANSPARENCY TERHADAP PURCHASE INTENTION YANG DIMODERASI OLEH REGULATORY FOCUS [THE EFFECT OF INFORMATION TRANSPARENCY ON PURCHASE INTENTION WHICH IS MODERATE BY REGULATORY FOCUS]
DOI:
https://doi.org/10.19166/derema.v18i2.7087Λέξεις-κλειδιά:
Transparansi informasi, minat beli, fokus regulasi, industri pakaian, Information transparency, buying interest, regulatory focus, clothing industryΠερίληψη
Indonesia is one of the countries with the largest population in the world. This has resulted in the demand for basic needs of the people in Indonesia increasing over time, one of which is clothing. Erigo's position as a local clothing industry requires this company to compete with many competitors from within and outside the country. This study aims (1) to analyze whether the information transparency variable has an influence on the variable interest in buying Erigo products (2) to analyze whether the regulatory focus moderates the relationship between the information transparency variable and the buying interest variable. The variables used in this research are information transparency, regulatory focus, and purchase intention. This research is conducted due to the phenomenon where the increased transparency of information in the digital era is believed to be connected to consumer purchasing interest. This is because transparency plays a crucial role in consumer decision-making process. The population of this research is all consumers who have visited the Erigo pop-up store. The number of samples in this study were 90 respondents with the criteria of having visited Erigo's pop-up store, aged 17 to 30 years, and had compared Erigo's products with other similar clothing products. Data collection was carried out by distributing questionnaires via Google forms to respondents who matched the criteria. The results of the data in this study were processed using SPSS software with the Confirmatory Factor Analysis method. The results of this study are that the higher the information transparency, the higher the buying interest, but the addition of the regulatory focus variable to the initial model makes the results negative.
Abstrak dalam Bahasa Indonesia.Indonesia merupakan salah satu negara dengan jumlah penduduk terbanyak di dunia. Hal ini mengakibatkan permintaan kebutuhan pokok masyarakat di Indonesia meningkat seiring berjalannya waktu. Salah satu kebutuhan yang perlu dipenuhi yaitu pakaian. Kedudukan Erigo sebagai industri pakaian lokal mengharuskan perusahaan ini untuk bersaing dengan banyaknya pesaing dari dalam maupun luar negeri. Untuk dapat bersaing dengan perusahaan-perusahaan lainnya, Erigo harus mampu meningkatkan minat beli dari konsumen terhadap produk-produknya. Minat beli seseorang dapat dipengaruhi oleh banyak faktor, salah satunya yaitu kepercayaan konsumen terhadap suatu merek, di mana kepercayaan konsumen dapat dipengaruhi oleh transparansi informasi perusahaan. Penelitian ini bertujuan (1) untuk menganalisis apakah variabel transparansi informasi memiliki pengaruh terhadap variabel minat beli produk Erigo (2) untuk menganalisis apakah regulatory focus memoderasi hubungan antara variabel transparansi informasi dengan variabel minat beli. Variabel yang digunakan dalam penelitian ini adalah variabel transparansi informasi, fokus regulasi, dan minat beli. Penelitian ini diangkat karena fenomena dimana transparansi informasi yang sudah lebih modern di era digital ini dianggap memiliki keterhubungan terhadap minat beli konsumen. Hal ini dikarenakan dalam proses pengambilan keputusan konsumen, transparansi memegang peran penting. Populasi penelitian ini adalah semua konsumen yang pernah mengunjungi pop-up store Erigo. Jumlah sampel penelitian ini sebanyak 90 responden dengan kriteria pernah mengunjungi pop-up store Erigo, berusia 17 hingga 30 tahun, dan pernah membandingkan produk Erigo dengan produk pakaian sejenis lainnya. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner melalui google formulir kepada responden yang dinilai cocok dengan kriteria. Hasil data pada penelitian ini diolah menggunakan software SPSS dengan metode Confirmatory Factor Analysis. Hasil dari penelitian ini pada model 1 yang menguji pengaruh transparansi informasi terhadap minat beli adalah positif, artinya semakin tinggi transparansi informasi, maka minat beli konsumen juga akan semakin meningkat. Uji yang dilakukan pada model 2 yang menguji pengaruh transparansi informasi terhadap minat beli yang dimoderasi oleh regulatory focus hasilnya adalah berpengaruh secara negatif yang artinya semakin tinggi tingkat transparansi informasi, minat beli dari konsumen akan semakin menurun.
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