PANGIHUTAN, WINDRAPRAJA (2025) MALL DENGAN RUANG TERBUKA HIJAU MEMBERI KEBAHAGIAAN? PERAN SHOPPING VALUE TERHADAP E-WOM MELALUI SELF-CONGRUITY DAN SHOPPING WELLBEING. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the influence of shopping value on e-WoM activity intention through the mediation of self-congruity and shopping wellbeing in the context of shopping malls with green open spaces in Indonesia. Using a quantitative approach, data were collected from 199 respondents through a Google Form questionnaire with a 7-point Likert scale and analyzed using PLSSEM with SmartPLS 4.1.0.9 software. The results show that shopping value has a positive and significant effect on self-congruity and shopping wellbeing, but does not directly influence e-WoM activity intention. Furthermore, self-congruity does not serve as a significant mediator between shopping value and e-WoM activity intention. In contrast, shopping wellbeing was found to be a positive and significant mediator, indicating that emotional wellbeing plays a crucial role in encouraging consumers to engage in e-WoM activity. This study also emphasizes the importance of emotional experience over ideal self-concept in enhancing consumer engagement. Mall managers with green open spaces should focus on enhancing the shopping experience by supporting consumers' emotional wellbeing. The management of shopping malls should prioritize creating personalized experiences and wellness-oriented activities in green open spaces to improve customer engagement, foster emotional connections, and promote positive e-WoM, in line with SDG 3. Future research may adopt qualitative methods, incorporate broader consumer value concepts, and expand the sample to major cities to examine cultural differences in mall visitation behavior and eWoM engagement. Keywords: Shopping value, Self-congruity, Shopping wellbeing, e-WoM activity, Green spaces, SDGs, PLS-SEM Penelitian ini bertujuan untuk menguji pengaruh shopping value terhadap niat aktivitas e-WoM melalui mediasi self-congruity dan shopping wellbeing dalam konteks pusat perbelanjaan dengan ruang terbuka hijau di Indonesia. Dengan pendekatan kuantitatif, data diperoleh dari 199 responden menggunakan kuesioner Google Form dengan skala Likert 7 poin dan dianalisis menggunakan PLS-SEM dengan software SmartPLS 4.1.0.9. Hasil penelitian menunjukkan bahwa shopping value memiliki pengaruh positif dan signifikan terhadap self-congruity dan shopping wellbeing, namun tidak secara langsung memengaruhi niat aktivitas e-WoM. Selain itu, self-congruity tidak berfungsi sebagai mediasi yang signifikan antara shopping value dan niat aktivitas e-WoM. Sebaliknya, shopping wellbeing ditemukan sebagai mediasi positif dan signifikan, yang menunjukkan bahwa kesejahteraan emosional memainkan peran penting dalam mendorong konsumen untuk terlibat dalam aktivitas e-WoM. Penelitian ini juga menekankan pentingnya pengalaman emosional dibandingkan dengan kesan ideal dalam meningkatkan keterlibatan konsumen. Pengelola mall dengan ruang terbuka hijau perlu fokus pada peningkatan pengalaman belanja dengan mendukung kesejahteraan emosional konsumen. Manajer mall sebaiknya fokus pada pengembangan pengalaman yang dipersonalisasi dan kegiatan berbasis kesejahteraan di ruang terbuka hijau untuk meningkatkan keterlibatan konsumen, memperkuat koneksi emosional, dan mendorong aktivitas e-WoM positif sesuai dengan tujuan SDG 3. Penelitian mendatang dapat menggunakan metode kualitatif, konsep consumer value yang lebih luas, serta memperluas populasi ke kota besar lain untuk mengeksplorasi perbedaan budaya dalam kebiasaan berkunjung ke mall dan eWoM. Kata kunci: Shopping value, Self-congruity, Shopping wellbeing, Aktivitas eWoM, Ruang hijau, SDGs, PLS-SEM.
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