Corresponding Author: Dhira Dharma Arya Pamungkas
E-mail: [email protected]
INTRODUCTION
In the last few years, the national automotive
industry has given an exciting development. This is due to many factors,
including the increasing growth of middle-class society in Indonesia in the
last decade (Hidayah, 2019). Since the first quarter of 2019, there have been a
record 1,100,950 units of motorcycles sold and an increase of as much as 19.4
percent from the first quarter's sales in 2018 (Hidayah, 2019). The growth of the motorcycle industry in Indonesia
is increasing rapidly in the last few years and is expected to continue
increasing every year; it is proven that the realization of motorcycle sales in
Indonesia for the year 2021 has been on growth as much as 38 percent compared
with the sales last year (Aisi, 2022).
Motorcycle types
are divided into three main types: street, off-road and dual-purpose. These
three types have various sub-types and are classified based on their functions
and components. The market for standard/naked and sport-type motorbikes in
Indonesia is quite good, even though it is still inferior when compared to
sales of automatic scooter-type motorbikes. However, the sales figures are high
enough to make manufacturers from various brands confident in maintaining these
variants on the market (GT, 2019). In the 150cc capacity engine class, standard/naked
and sport type motorcycles compete quite efficiently; however, in the 250cc
class, sales of standard/naked type motorcycles such as the Yamaha MT-25,
Kawasaki Z250, and Kawasaki Z250SL have fallen quite a bit when compared to
sport type motorcycles, in the same brand as the Yamaha R25, Kawasaki Ninja 250
and Kawasaki Ninja 250SL.
In responding to
the problems above, knowing the causes of motorcycle customers' purchase
intentions for Yamaha 250cc products is necessary. Purchase intention refers to
the possibility that consumers in certain buying situations may choose certain
product groups in the future. One of the factors is the perception that
perception is a consumer response to a company's products and services (Bolton & Mattila,
2015). Based on exchange theory in the field of marketing,
perceived value is believed to be a prerequisite for purchase intentions (Wang et al., 2013).
The relationship between the influence of perceived
value on purchase intention has been proven empirically in a study conducted by
(Chae et al., 2020) ; (Ponte et al., 2015) ; and (Curvelo et al., 2019). The results of this study stated that the higher the
consumer's perceived value of a product, the higher the purchase intention of
the product. Some of these studies later became inconsistent with the research
results, which found no significant effect of perceived value on purchase
intention (Chinomona et al.,
2013). The results could be due to differences in the
samples in the population studied. In that study, university students only
measured consumer value perceptions of purchasing gadgets. In contrast,
students have a different mindset from society in general, so the perceived
value from the appropriate sample is thought to have more influence on purchase
intentions (Chinomona et al.,
2013).
The relationship between product involvement and
purchase intention has been empirically proven in a study conducted by research
arguing that product involvement has a significant and positive effect on
purchase intention (Lee et al., 2017). The results of the two studies could be more
consistent with research showing that product involvement has no significant
effect on purchase intention (Barger et al., 2016). Moreover, more specifically, research shows that
Cognitive involvement (an indicator of product involvement) has no significant
effect on purchase intention (Mou et al., 2020). Support this in the research that found that product
involvement did not significantly affect purchase intention (Drossos et al., 2014). In that study, the cognitive and affective aspects
of product involvement on purchase intention where the results of the study
indicated that affective product involvement did not have a significant effect
on purchase intention; this happened because advertising via SMS could not
communicate all information for product purchases with high involvement
effectively (Drossos et al., 2014).
The inconsistency of the results of these studies is
very interesting to research other variables predicted to explain better the
relationship between the influence of perceived value and product involvement
in purchase intentions. Based on previous research shows that attitude is an
aspect that can be influenced by perceived values (C.-L. et al., 2016). This study's results show that before making a
purchase decision, consumers will use the information collected to select the
product they will consume (Kotler &
Armstrong, 2014). The higher the consumer's perceived value of a
motorcycle product with a 250cc engine, the more positive the consumer's
attitude toward the product will be.
Previous research has found that attitude is an aspect
that can be influenced by product involvement (McClure & Seock,
2020). This means that the higher the consumer involvement
in using motorcycle products in the 250cc class, the higher the attitude toward
the product. The positive relationship between attitude and purchase intention
has been proven empirically by the results of previous research conducted by
research, so it can be said that the more positive the consumer's attitude
towards motorcycles in the 250cc class, the higher the consumer's intention to
buy the product (Das, 2015); (Lu et al., 2014). The attitude variable can be predicted as a
mediating variable, which can clarify the relationship between perceived value
and product involvement in purchase intentions. The phenomenon of selling
Yamaha 250cc motorbikes, which are inferior to motorbikes from different brands
in the same class, has been felt to be compatible with the variables that will
be examined in this study, so in addition to being able to explain the
relationship between perceived value, product involvement, attitudes, and
purchase intentions, also to determine a suitable marketing strategy used by
motorcycle manufacturers to increase sales of Yamaha 250cc motorcycles.
Based on the background description above, the
objective of this research is to analyze the mediating role of consumer attitudes
on the influence of perceived value and product involvement towards purchase
intention. Therefore, the benefits of this study will help in gaining a deeper
understanding of the factors that influence consumer behavior in the context of
product purchases. The results of this research can also assist companies in
optimizing their marketing strategies. Additionally, this study will contribute
to academic knowledge in the fields of marketing and consumer behavior.
METHODS
This research was conducted
on all showroom visitors who wanted to purchase Yamaha 250cc products in Malang
City from October to December 2022. The respondents in this study were 152
respondents. Methods for data collection are using a questionnaire. A 5 Likert
scale measured respondents' answers. The type of this research is explanatory
research. The research instrument test used validity and reliability tests. PLS
(Partial et al.) statistical techniques and WarpPLS software were the data
processing methods used. Inferential statistical analysis is used to test
hypotheses and produce a feasible (fit) model. Model evaluation in PLS analysis
is carried out in 2 (two) ways, namely the measurement model (outer model) and
the structural model (inner model).
RESULTS AND DISCUSSION
Measurement models
From the results of distributing questionnaires to 152
visitors to the Yamaha showroom in Malang, an overview of the characteristics
of the respondents was obtained, 98.1% of the respondents were male, and 43.42%
were aged 33-38 years. 37% earn 9-12 million monthly, 84.87% are married, and
61.18% have a diploma/graduate education.
Table 1. Composite Reliability, Coefficient of
Determination (R2 ), Average Variance
|
Variables
|
Composite Reliability,
|
R Square
|
Average
Variances
|
|
Perceived Value
|
0.950
|
-
|
0.517
|
|
Product Involvement
|
0937
|
-
|
0.599
|
|
attitude
|
0.889
|
0.365
|
0.595
|
|
Purchase Intentions
|
0939
|
0.478
|
0.633
|
Source: PLS output results (Appendix), 2022
Table 1 shows that the scale, magnitude, and statistical
fit are acceptable. Average variance extracted (AVE) values for all latent
variables meet predetermined criteria. Composite reliability (CR) values were
0.950; 0.937; 0.889; 0.939 (above 0.80). It can be concluded that all
constructs are reliable, both according to composite reliability and Cronbach's
alpha. The goodness of Fit (GoF) in this study was assessed by the following
equation: √AVE x R2 A.Com = GoF= √(AVE �R2 ) = √(0.586�
0.421)= 0.496 indicating that the model has a sizeable predictive relevance
value for Task efficiency is explained by Adaptability, nature of work
satisfaction, and working period.
Figure 1.
Structural Model Path Diagram in PLS (Direct
Relationship)
Source: PLS structural model warpPLS output results
(Appendix), 2022
Table 2. The Summary of relationship assessments
|
Relationships
|
hypothesis
|
Estimates
|
P-Value
|
Judgment
|
|
X 1 → Y 1
|
H1
|
0.37
|
0.01
|
accepted
|
|
X 2 → Y 1
|
H2
|
-0.11
|
0.09
|
rejected
|
|
X 1 → Z1
|
H3
|
0.53
|
0.01
|
accepted
|
|
X 2 → Z1
|
H4
|
0.14
|
0.03
|
accepted
|
|
Z 1 → Y 1
|
H5
|
0.42
|
0.01
|
accepted
|
|
X 1 → Z 1 → Y 1
|
H6
|
0.222
|
0.001
|
accepted
|
|
X 2 → Z 1 → Y 1
|
H7
|
0.061
|
0.143
|
rejected
|
Table 2.
displays the results of the proposed structural model estimation and the direct
and indirect effects of the variables tested. The hypothesis is accepted if it
meets the criteria for a p-value of less than 0.05. However, if the p-value is
more significant than 0.05, then H0 is rejected or not significant. The table
shows the estimated path coefficient of the direct effect of perceived value on
purchase intention (β=0.37; P<0.01), the effect of perceived value on
consumer attitudes (β=0.53; P<0.01), product involvement on consumer
attitudes (β=0.14; P<0.03), and the influence of attitudes on purchase
intentions (β=0.42; P<0.03), the mediating role of consumer attitudes
on the effect of perceived value on purchase intentions (β=0.222; P<
0.001), or H1, H3, H4, H5, and H6 were accepted. However, the direct effect of
product involvement on purchase intention (β=-0.11 P<0.09) and the mediating
role of consumer attitudes on the effect of product involvement on purchase
intention (β=0.061 P<0.143), or H2 and H7 are rejected.
Direct
Influence of Perceived Value on Purchase Intention
The first hypothesis in this study states that perceived value has a
significant effect on purchase intention. The results of this study support the
hypothesis that has been proposed. Namely, it is found that perceived value has
a significant effect on purchase intention. Based on these results, the better
the perceived value of a product, the higher the purchase intention will be.
The results of hypothesis 1 testing in this study indicate that perceived value
significantly affects purchase intention. The results of this study support the
opinion which states that 'customers do not consume products, but values,'
which indicates that consumers' evaluation of their values before purchasing
products is an essential prerequisite for actual consumer behavior to occur (Tian & Jiang, 2018). It also supports opinion research showing that consumer satisfaction
(i.e., based on subsequent product use) is a necessary driver of purchase
intention. However, perceived value is the primary determinant (Eggert & Ulaga, 2013). This study's results also support previous research, which shows that
perceived value has a significant effect on the intention to purchase online
travel products (Ponte et al., 2015). It also supports research results which show
that the relationship between perceived eco-friendly values and green purchase
intentions has a positive and significant effect (Harjadi & Gunardi, 2022). Supporting this, several research results show that perceived value has
a positive and significant direct effect on purchase intention (Chae et al., 2020); (Curvelo et al., 2019). On the other hand, the results of this study
do not support the results of previous studies, which found no significant
effect of perceived value on purchase intentions (Chinomona et al., 2013).
Direct
Influence of Product Involvement on Purchase Intention
The second hypothesis in this study
states that product involvement has a significant effect on purchase intention.
However, the results of this study found the opposite, namely that product
involvement did not significantly affect purchase intention. Based on these
results, it can be concluded that whether the respondent's assessment of
product involvement is good or bad will not affect purchase intentions. The
results of hypothesis 2 testing in this study indicate that product involvement
has no significant effect on purchase intention. This study's results support
previous research, which showed that product involvement has no significant
effect on purchase intention (Atkinson & Rosenthal, 2014). This study's results also support the research results showing that
cognitive involvement (an indicator of product involvement) has no significant
effect on purchase intention (Mou et al., 2020). The results of this study also support the
results that product involvement did not significantly affect purchase
intention (Drossos et al., 2014).
On the other hand, this study's results differ from previous studies
showing that product involvement has a significant positive effect on purchase
intention (Lee et al., 2017). This study also supports previous research showing that product
involvement has a significant positive effect on purchase intention (Peng et al., 2019). It also supports the research results of this study showing that
Affective involvement (an indicator of product involvement) has a significant
effect on purchase intention (Mou et al., 2020).
Direct
Influence of Perceived Value on Attitude
The third hypothesis in this study states that perceived value
significantly affects attitudes. The results of this study support the
hypothesis that has been proposed. Namely, it is found that perceived values
have a significant effect on attitudes. Based on these results, the better the
perceived value of a product, the higher the attitude of respondents in making
purchasing decisions. The results of hypothesis 3 testing in this study
indicate that perceived value significantly affects attitudes. These results
support previous research showing that perceived value significantly and
positively influences consumer attitudes (Tu�kej et al., 2013). Research also shows that perceived value significantly and positively
influences attitudes toward visiting behavior (Hasan et al., 2020). Supporting this, research shows that perceived value, as measured by
Utilitarian value, Hedonic value, and social value, has a significant positive
effect on Vietnamese consumer attitudes (Khoi et al., 2018). Research shows that hedonic values and utilitarian values have a
positive and significant impact on WeChat user attitudes and anticipated
satisfaction (Pang, 2021).
Direct
Influence of Product Involvement on Attitude
The fourth hypothesis in this study states that product involvement
significantly affects attitudes. The results of this study support the
hypothesis that has been proposed, which is found that product involvement has
a significant effect on attitudes. Based on these results, the better the
product involvement, the higher the respondents' attitude in purchasing
decisions. The results of hypothesis 4 testing in this study indicate that
product involvement significantly affects consumer attitudes. This study's
results support previous research showing that involvement has a significant
and positive influence on purchase intention (Lim et al., 2016).
Direct
Influence of Attitude on Purchase Intention
The fifth hypothesis in this study states that consumer attitudes
significantly affect purchase intentions. The results of this study support the
hypothesis that has been proposed, namely that it is found that consumer
attitudes have a significant effect on purchase intentions. Based on these
results, the better the consumer's attitude toward a product, the higher the
purchase intention. The results of hypothesis 5 testing in this study indicate
that consumer attitudes have a significant effect on purchase intentions; the
results of this study support the results of previous research showing that
attitudes toward sponsored post recommendations have a significant and positive
influence on purchase intentions (Lau et al., 2014). It also supports research results that show that consumer attitudes
have a positive and significant effect on purchase intentions (Akroush et al., 2019). Research shows that consumer attitudes significantly affect purchase
intentions (Bashir, 2018).
The
Mediation Role of Attitude on the Influence of Perceived Value on Purchase
Intention
The results of the direct effect test show that perceived value has a
significant direct effect on purchase intentions and attitudes. The test
results also show that attitudes are directly significant to purchase intentions.
In addition to the direct effect, this study also examines the mediating role
of attitudes toward the direct effect of perceived value on purchase intention.
Based on the test results indicate that attitude plays a role in mediating the
effect of perceived value on purchase intention. In other words, hypothesis 6
is accepted. The test results show that this research model's mediating
variable of consumer attitudes is a perfect mediation variable (complete
mediation). The results of hypothesis 6 testing in this study indicate that
attitudes mediate the effect of perceived value on purchase intentions. The
results of this study support the research showing that perceived value has a
significant and positive influence on consumer attitudes, and attitudes have a
significant and positive influence on purchase intentions (SY Hsu et al., 2019). Research also shows that perceived value has a significant and positive
influence on purchase intentions, and attitudes toward retailers have a
significant and positive influence on purchase intentions (Das, 2015).
The
Mediation Role of Attitude on the Influence of Product Involvement on Purchase
Intention
The results of the direct effect test show that product involvement does
not have a significant direct effect on purchase intention. However, on the
other hand, the results of this study indicate that product involvement has a
significant effect on attitudes, and attitudes have a significant effect on
purchase intentions. In addition to the direct effect, this study also examines
the mediating role of attitudes towards the direct effect of product
involvement on purchase intentions. Based on the test results indicate that
attitude plays no role in mediating the effect of product involvement on
purchase intention. In other words, hypothesis 7 is rejected. The results of
hypothesis 7 testing in this study indicate that attitudes cannot mediate the
effect of product involvement on purchase intentions. This study's results do
not support previous research, which showed that involvement in social media
has a significant and positive effect on attitudes toward social media (McClure & Seock, 2020). On the other hand, the attitude
significantly and positively influences future purchase intentions.
CONCLUSION
The results of this study indicate that
not all direct effects and the role of mediation tested in this study have a
significant effect. This study shows a significant positive effect of perceived
value and consumer attitudes on purchase intentions, and a significant direct
positive effect is found from perceived value and product involvement on
consumer attitudes. However, on the other hand, this research also found that
product involvement did not have a significant positive effect on purchase
intention. Perceived value is essential in increasing purchase intentions and
consumer attitudes when choosing a product.
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