INDIRECT INFLUENCE BETWEEN CONSUMER RESOURCES AND PURCHASING DECISIONS WITH THE MEDIATION OF CONSUMER VALUE VARIABLES: STUDY OF SOUVENIR SHOP CONSUMERS IN MALANG CITY

Abstract

Malang is one of the most visited tourist destination cities in Indonesia. As a tourist city, Malang has huge potential for souvenir shop sales. This research aims to examine the influence of consumer resource variables on purchasing decisions through consumer values at souvenir shops in Malang City. This research is quantitative research using statistical data analysis. The independent variable is consumer resources which are measured using indicators of time, money and effort, the dependent variable is purchasing decisions which are measured using indicators of rational considerations (information and planning) and emotional considerations (feelings and impulses), while the mediating variable is consumer values which is measured by indicators of benefits and expectations. The population in this study were visitors to souvenir shops in the city of Malang. With a sampling method using accidental sampling, a sample of 156 people was obtained. Data was obtained using a questionnaire. The data analysis technique uses the Sobel test. The results of this research show that consumer resources influence consumer value, consumer resources do not directly influence the purchasing decision process, and consumer value is able to mediate the influence of consumer resources on purchasing decisions.