DAMPAK MATERIALISM VALUE DAN INFORMASI PRODUK TERHADAP MINAT BELI PRODUK DONASI
Abstract: This research was
conducted to test the effect of Materialism Value and information of product
variable to Buying Interest of Charity Product. This research also aimed to
analyze the difference of high materialism value and low materialism value to
the buying interest of charity product, whether materialism value level can
influence buying interest of charity product and also analyzing whether the
information of charity product that have been given to the participants can
influence the relationship between materialism value with buying interest
charity product.
The research methodology used on this research is quasi field experiment.
The number of participants used was 80 participants, consisting of 40
participants for the group that obtained
the information of the charity product and 40 participants for the group who
did not got the information of charity product. The data analysis test used is Two Ways Anova with factorial design of
two independent variables and independent t test to know the comparison between
the experimental research group.
The result of the analysis showed that materialism value did not affect
the buying interest of charity product, information of charity product has an
influence on buying interest of charity product, and the interaction between
materialism value and information of charity product did not affect to buying
interest of charity product. The statistical results showed that H1 and H2 are
accepted while H3 and H4 were rejected. The statistical results showed the
differences in buying interest in charity product among high materialism value
groups and low materialism value groups that obtain information of charity
product.
Keywords: Materialism Value,
Information of Charity Product, Buying Interest of Charity Product
Penulis: Maria Anastasia
Tambunan, Farida Indriani
Kode Jurnal: jpmanajemendd170955
