Perilaku Konsumsi Tanpa Pembelian: Peran Motivasi Hedonis, Motivasi Utilitarian, dan Perceived Buying Power
DOI:
https://doi.org/10.51454/jimsh.v8i2.1749Keywords:
motivasi hedonis, utilitarian motivation, perceived buying power, non-transactional behaviorAbstract
Changes in consumer behavior have encouraged consumers to engage in various consumption activities without necessarily making purchases. This study aims to examine the influence of hedonic and utilitarian shopping motivations on non-transactional behavior, with perceived buying power serving as a mediating variable. A quantitative approach with an explanatory research design was employed. Data were collected through a survey of 150 visitors to shopping malls and retail centers in Kendari City using purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that utilitarian motivation has a positive and significant effect on perceived buying power, whereas motivasi hedonis has no significant effect. Perceived buying power has a positive and significant effect on non-transactional behavior, while neither hedonic nor utilitarian motivation directly influences non-transactional behavior. Furthermore, perceived buying power mediates only the relationship between utilitarian motivation and non-transactional behavior. These findings suggest that non-transactional behavior is driven more by consumers' rational evaluations of their purchasing capability than by emotional motivations, highlighting the important role of perceived buying power in explaining consumer behavior during the pre-purchase stage.
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