Dampak Spiritualitas dan Nilai Emosional terhadap Perilaku Pembelian Properti Syariah dengan Image Produk sebagai Variabel Intervening
DOI:
https://doi.org/10.32493/jiim.v3i2.49702Keywords:
Spiritualitas, Nilai Emosional, Perilaku Pembelian, Properti SyariahAbstract
Penelitian ini bertujuan untuk menganalisis dampak spiritualitas dan nilai emosional terhadap perilaku pembelian properti syariah dengan image produk sebagai variabel intervening. Metode yang digunakan adalah kuantitatif eksplanatori. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data menggunakan Partial Least Squares – Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS versi 4. Hasil penelitian ini menunjukkan bahwa Spiritualitas dan nilai emosional tidak berpengaruh secara signifikan terhadap perilaku pembelian properti syariah. Sedangkan image produk berpengaruh positif dan signifikan terhadap perilaku pembelian properti syariah. Spiritualitas tidak berpengaruh secara signifikan terhadap image produk. Sedangkan nilai emosional menunjukkan hubungan positif dan signifikan terhadap image produk. Di sisi lain, image produk tidak memediasi pengaruh spiritualitas terhadap perilaku pembelian properti syariah, namun image produk memediasi secara signifikan pengaruh nilai emosional terhadap perilaku pembelian properti syariah. Kemudian, spiritualitas dan nilai emosional secara simultan berpengaruh terhadap image produk. Sama halnya dengan spiritualitas, nilai emosional, dan image produk, ketiganya secara simultan berpengaruh terhadap perilaku pembelian properti syariah.
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