Pengaruh Motivasi dan Personality terhadap Keputusan Pembelian Skin Mobile Legend dengan Emotional Buying Motive sebagai Variabel Moderasi - Alif Brata Irja, Hikmah (Study of Scientific and Behavioral Management, 2024)
ABSTRAKPenelitian ini bertujuan untuk mengetahui peran emotional buying motive dalam memoderasi pengaruh motivasi dan personality terhadap keputusan pembelian skin mobile legend. Teknik analisis data dalam penelitian ini yaitu menggunakan Structural Equation Modelling (SEM) dengan menggunakan bantuan SmartPLS versi 4.0 for windows, yang diarahkan untuk menjawab rumusan masalah atau hipotesis yang telah dirumuskan. Hasil penelitian menunjukkan motivasi dan personality berpengaruh positif dan signifikan terhadap keputusan pembelian skin mobile legend, sedangkan emotional buying motive tidak mampu memoderasi pengaruh motivasi dan personality terhadap keputusan pembelian skin mobile legend.Kata Kunci: Motivasi, Personality, Keputusan Pembelian dan Emotional Buying MotiveABSTRACTThis research aims to determine the role of emotional buying motive in moderating the influence of motivation and personality on the decision to purchase mobile legend skins. The data analysis technique in this research is using Structural Equation Modeling (SEM) using SmartPLS version 4.0 for Windows, which is directed at answering the problem formulation or hypothesis that has been formulated. The research results show that motivation and personality have a positive and significant influence on the decision to purchase mobile legend skins, while emotional buying motive is unable to moderate the influence of motivation and personality on the decision to purchase mobile legend skins.Keyword: Motivation, Personality, Purchase Decisions and Emotional Buying Motive