ANTARA LOGIKA DAN EMOSI: STUDI MEDIASI PERSEPSI NILAI IKLAN SAMSUNG GALAXY TERHADAP MINAT BELI

Abstract

Penelitian ini bertujuan untuk menguji peran mediasi nilai yang dirasakan dalam hubungan antara daya tarik rasional dan daya tarik emosional terhadap minat beli konsumen terhadap produk Samsung Galaxy melalui konteks iklan produk. Penelitian kuantitatif, pengumpulan data dilakukan melalui penyebaran kuesioner elektronik kepada 100 responden menggunakan teknik simple random sampling. Populasi dalam penelitian ini adalah masyarakat di wilayah Purwokerto yang pernah terpapar iklan Samsung Galaxy melalui berbagai media. Analisis data menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil analisis menunjukkan bahwa daya tarik rasional berpengaruh positif dan signifikan terhadap nilai yang dirasakan, namun tidak memiliki pengaruh langsung yang signifikan terhadap minat beli. Nilai yang dirasakan berperan sebagai mediator penuh dalam hubungan antara daya tarik rasional dan minat beli. Sebaliknya, daya tarik emosional terbukti berpengaruh secara positif dan signifikan baik secara langsung terhadap minat beli maupun secara tidak langsung melalui nilai yang dirasakan, sehingga menunjukkan adanya mediasi parsial. Temuan ini mengindikasikan bahwa persepsi nilai berperan sentral dalam menjembatani pengaruh komunikasi pemasaran terhadap intensi perilaku konsumen. Implikasi konseptual dari penelitian ini memperkuat validitas Theory of Planned Behavior dalam konteks pemasaran. Secara praktis, hasil ini menegaskan pentingnya pengembangan strategi komunikasi pemasaran terpadu yang mampu mengombinasikan daya tarik informatif dan emosional secara seimbang.

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