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Jurnal Ekonomi Teknologi & Bisnis (JETBIS)
Volume 2, Number 4 April 2023
p-ISSN 2964-903X; e-ISSN 2962-9330
DIFFERENTIATION MODERATION EFFECTS: EXPERIENTIAL MARKETING AND
GREEN MARKETING ON THE PURCHASING INTENTION OF MOTORCYCLE
SCOOTERS
Virgo Simamora
1
, Bayu Dwi Saputra
2
1,2
Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Jakarta
virgosimamora@gmail.com
KEYWORDS
experiential
marketing, green
product, product
differentiation,
purchasing intentions
ABSTRACT
Due to their flexibility and capacity to maneuver through heavy traffic,
motorcycles are a common mode of transportation in Jakarta. The purpose of
this study to examine the moderating effect of product differentiation on the
impact of experiential marketing and green marketing on motorcycle scooter
purchasing interest in Jakarta. The sampling technique used purposive
sampling method. The primary data was collected by questionnaires
distributed to motorcycle users in Jakarta with a sample of 96 respondents.
The results showed that experiential marketing had a positive and significant
effect on purchasing intention. Green products had a positive and significant
effect on purchase intention. Also, product differentiation had a positive and
significant effect on purchase intention. According to this study, there is no
moderating effect of product differentiation on the impact of experiential
marketing and green marketing on motorcycle scooter purchasing intention
in Jakarta.
INTRODUCTION
Jakarta has the world's 29th heaviest traffic with an average travel time of 22 minutes and 40
seconds per 10 kilometres (TomTom Traffic Index, 2022). Due to their flexibility and capacity to
maneuver through heavy traffic, motorcycles are a common mode of transportation in Jakarta.
Moreover, using public transportation is expensive and inconvenient as Indonesia's transportation
system is not fully interconnected (Ratnasari & Nasruddin, 2014; Rosa & Widad, 2018). In Jakarta,
Honda scooter are among the most popular motorcycles. According to the Indonesian Motorcycle
Association (AISI, 2020), 87.9% of all motorcycle sales comprise of Honda scooters, indicating a
high consumer intention in purchasing Honda scooters.
It was mentioned in previous studies that many aspects had influence on customer purchasing
intention. The research of (Khan & Rahman, 2014) explained that experiential marketing has a
positive effect on consumer purchasing intentions in passenger cars. Further, the research results of
(Kang & Hwang, 2022) showed that products with a green image are found to be more attractive
and have a positive effect on consumer purchasing intentions. Finally, research by (Chen et al., 2020)
showed that product differentiation is proven to have an effect on increasing product market
competitiveness and increasing company profits.
In previous research, researchers identified experiential marketing, green marketing, and
product differences as independent variables and determined their effect on consumer purchasing
interest. In this study, the differentiation product acts as a moderator rather than as an independent
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variable. The purpose of this study to examine the moderating effect of product differentiation on
the impact of experiential marketing and green marketing on Honda scooters purchasing interest in
Jakarta.
The expected outcome of this study is a better understanding of how experiential marketing
and green marketing can influence motor scooter purchase intent. In addition, the study is also
expected to provide insight into the moderating effect of differentiation between the two factors.
RESEARCH METHODS
This research is an explanatory study that seeks to explain the role of product differentiation
in moderating the effect of experiential marketing and green products on purchase intention. The
population in this research consists of Jakarta residents who have purchased and used Honda brand
scooters, the number of which is unknown. To get a representative sample, this research employed
the purposive sampling technique, in which the specific eligibility requirements were (1) prior
ownership and use of a Honda scooter and (2) age between 19 and 50 years old. According to the
number of samples determined by the Lemeshow formula (Sugiyono, 2018), 96 respondents were
used as samples in this study. The scale used to measure the opinion of respondents was the Likert
scale, which measures the subject's response into five points. The type of data used in this study is
quantitative data, which aims to test hypotheses through theoretical validation. The primary data
collection technique used is the survey method (Sugiyono, 2018). Questionnaires were distributed
to people in Jakarta who were known to have used and purchased Honda scooters.
RESULTS AND DISCUSSION
Respondent Profile
Bekasi had the highest proportion of responses (30.2%), followed by Bogor (20.8%), Jakarta
(17.7%), Depok (15.6%), and Tangerang (15.6%). The majority of respondents (83.3%) work as
private employees, while 7.3% are students, 3.1% are entrepreneurs, 5.3% are others, and 1% are
government officer. Most of them had an income of IDR > 4 million - 6 million (71.9%), IDR 2
million - 4 million (12.5%), IDR 2 million (7.3%), and > 6 million (8.3%). They have used scooters
more than 6 months (90.6%), while 9.4% have used them for 1 to 5 months.
Measurement Model Evaluation
Validity test
Convergent validity determines the validity of each relationship between indicators and
constructs (Ghozali, 2021). In this study, factor loadings and the average variance extracted (AVE)
value were investigated for convergent validity (Ghozali & laten, 2015). The minimum value of the
loading factors used is > 0.5. (Ghozali & laten, 2015). According to the results, all of the loading
factors had a value greater than 0.5 (see table 1).
Table 1
Outer loadings
Indicators
Outer loadings
Conclusions
Experiential Marketing (X1)
X1.P1
0.664
Valid
X1.P2
0.787
Valid
X1.P3
0.768
Valid
X1.P4
0.655
Valid
X1.P5
0.777
Valid
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Green Marketing (X2
X2.P1
0.747
Valid
X2.P2
0.734
Valid
X2.P3
0.849
Valid
X2.P4
0.535
Valid
Purchasing intentions (Y)
Y.P1
0.718
Valid
Y.P2
0.778
Valid
Y.P3
0.795
Valid
Y.P4
0.700
Valid
Differentiation (Z)
Z.P1
0.677
Valid
Z.P2
0.780
Valid
Z.P3
0.552
Valid
Z.P4
0.687
Valid
Z.P5
0.727
Valid
Z.P6
0.665
Valid
Z.P7
0.675
Valid
Z.P8
0.804
Valid
Z.P9
0.587
Valid
Source : Processed data (2022)
The minimum value of AVE used in this study is > 0.5 (Ghozali, 2021). After modifying the
data, the results showed that the value of AVE for each variable was > 0.5 (see table 2).
Table 2
Average Variance Extracted (AVE)
Variable
Average Variance Extracted
Experiential Marketing (X1)
0.540
Green Marketing (X2)
0.526
Purchasing Intentions (Y)
0.561
Differentiation (Z)
0.500
Source : Processed data (2022)
As all loading factor values are > 0.5 and the AVE value is > 0.5, it means that the convergent
validity requirements in this study have been met. To ensure that a reflective construct has the
strongest with its own construct, the validity test is followed by a discriminant validity test (Ghozali,
2021).
Table 3
Cross Loading
Indikator
ME 1
ME 2
EP (X1)
GP (X2)
PI (Y)
DF (Z)
X1*Z
1.000
0.798
0.119
0.008
0.239
0.079
X2*Z
0.798
1.000
0.009
-0.232
0.150
-0.025
X1.P1
0.258
0.188
0.664
0.297
0.457
0.384
X1.P2
0.072
0.008
0.787
0.499
0.570
0.596
X1.P3
0.079
0.010
0.767
0.578
0.630
0.572
X1.P4
-0.035
-0.143
0.787
0.538
0.601
0.620
X1.P5
0.110
0.015
0.655
0.454
0.478
0.565
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X2.P1
0.014
-0.196
0.440
0.747
0.412
0.481
X2.P2
0.026
-0.132
0.486
0.735
0.458
0.492
X2.P3
-0.022
-0.218
0.585
0.849
0.573
0.534
X2.P4
0.027
-0.108
0.358
0.535
0.206
0.279
Y.P1
0.233
0.113
0.568
0.446
0.720
0.542
Y.P2
0.110
0.109
0.595
0.491
0.775
0.585
Y.P3
0.183
0.037
0.620
0.558
0.794
0.593
Y.P4
0.200
0.220
0.451
0.283
0.702
0.519
Z.P1
0.121
-0.000
0.434
0,381
0.499
0.697
Z.P2
-0.039
-0.076
0.670
0.582
0.721
0.780
Z.P4
0.086
-0.003
0.540
0.318
0.482
0.701
Z.P5
0.242
0.096
0.575
0.450
0.518
0.729
Source : Processed data (2022)
As the AVE value of each construct is greater than 0.5 and the crossloading value is less than the
construct correlation with the indicators, the results show that the discriminant validity requirements in this
study are acceptable. The results show that the discriminant validity requirements in this study are acceptable
because the AVE value of each construct is more than 0.5 and the cross-loading value is less than the construct
correlation with the indicators.
Reliability Test
The reliability test explains the extent to which measurement results using the same object will produce
the same value (Ghozali, 2021). In the reference research used to test reliability is Cronbach's Alpha value
and Composite reliability value with a value limit of > 0.7 (Ghozali & Laten, 2015) with the following results:
Table 4
Cronbach’s Alpha, Composite Reliability
Variable
Cronbach’s Alpha
Composite Reliability
Experiential Marketing (X1)
0.786
0.853
Green Marketing (X2)
0.706
0.812
Purchasing Intentions (Y)
0.739
0.836
Differentiation (Z)
0.856
0.888
Source : Processed data (2022)
As the value of Cronbach's Alpha and Composite Reliability is > 0.7, meaning that the
reliability requirements are acceptable. The results of the evaluation of the measurement model
explained that the measurement model in the study met the requirements of validity and reliability.
Structural Model Evaluation
The coefficient of determination explains the extent to which the ability of the independent
variables jointly explains the dependent variable (Ghozali, 2021). In this study the dependent
Differentiation Moderation Effects: Experiential
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variable is the purchase intention variable, the independent (exogenous) variable is experiential
marketing and green product and product differentiation as a variable with the following results:
Table 5
R- Square
Variable
R-Square
R-Sqare Adjusted
Purchasing Intentions (Y)
0.684
0.667
Source : Processed data (2022)
According to the table above, the R-square value of the buying interest construct is 0.684.
These findings indicate the effect of experience marketing (X1) and green products (X2) on purchase
intention (Y) is 68.4% in the feasibility of this study model, with the remaining 31.6% influenced
by other variables.
Table 6
Path Coefficients
Variable
Original
Sample (O)
T Statistic
P-Value
Moderating Effect 1 -> Y
Purchasing Intentions
0.016
0.159
0.874
Moderating Effect 2 -> Y
Purchasing Intentions
0.159
1.511
i0.132
X1 Experiential Marketing -
> Y Purchasing Intentions
0.347
3.288
0.001
X2 Green Product -> Y
Purchasing Intentions
0.182
2.014
0.045
Z Diferensiasi Produk -> Y
Purchasing Intentions
0.376
3.727
0.000
Source : Processed data (2022)
The effect of experiential marketing on purchasing intentions
The results of this study indicate that there is an effect of experiential marketing on purchase
intention with a t statistic value of 3.288 > t table 1.96, meaning that experiential marketing has a
positive and significant effect on purchase intention, and the H1 is accepted. This is consistent with
the research of (Tsaur et al., 2006), which explains the effect of experiential marketing on consumer
emotions and influences customer behavior through the satisfaction mechanism. Similarly, the
results of this study are in line with the research of (Khan & Rahman, 2014) that found the effect of
experiential marketing on customer purchasing interest. In their studies, (Khan & Rahman, 2014)
examine how feelings, actions, and sense of experience have a beneficial influence on customer
interest in purchasing passenger cars. This study's findings indicate that experiential marketing has
proven to be an effective tool for generating positive consumer experiences and influencing
consumers' intentions to purchase Honda scooters. In addition, experiential marketing showed its
effectiveness in influencing consumer feelings and emotions, which have an impact on consumer
interest in purchasing a Honda scooter.
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The effect of Green Marketing on Purchasing intentions.
The results of hypothesis testing (H2) indicate that green products have an effect on consumer
interest in purchasing a Honda scooter, with a t statistic value of >2.014 > t table 1.96, implying that
H2 is accepted. This study's findings are consistent with (Chanda et al., 2023) research, which
examined whether consumers' attitudes toward green products and their environmental knowledge
positively influence their purchasing intent. In addition, the results of this research are consistent
with the study of (Kang & Hwang, 2022), which examines how products’ positioning under a green
brand influences consumers' purchase intentions. Lastly, this research is consistent with (Lavuri,
2022) study, which explains that millennials' green attitudes positively impacted their purchasing
intentions and indirectly influenced their purchase behavior. The study's findings show how
marketers may incorporate environmental concerns into product advantages.
The effect of differentiation product on purchase intentions
The results of hypothesis testing (H3) have proven that product differentiation has a positive
and significant effect on interest in buying a Honda scooter, with a t statistic value of 3,727 > a t
table value of 1.96 meaning that hypothesis 3 is accepted. The results of this study are in line with
the opinion of Porter (1985), who said that product uniqueness is a source of competitive advantage.
Likewise, the results of this study support the results of previous research conducted by (Sun et al.,
2021) that having an eco-label on a product makes the product unique and has an impact on
consumers' purchase intentions. The results of this study are also in line with the research of (Riana
et al., 2023), which found a significant influence of product differentiation on purchase intention.
Also, the research of Lenti (2020) examines how product differentiation creates product advantages
that have an impact on increasing consumer buying interest. The Honda scooter has an injection
system that is different from other motorcycles, proven engine quality, an extensive service network,
and various color choices that make it different from other motorcycle products.
Moderation Effect of Differentiation Products on Experiential Marketing on Purchasing
Intentions
The hypothesis testing result (H4) indicates that there is no moderation effect of product
differentiation on the impact of green marketing on purchase intention, with a t statistic value of
0.159 and a t table of 1.96. Although previous studies show that there is a direct effect of product
differentiation on purchasing intentions (Liang et al., 2013; Sun et al., 2021) and a direct effect of
experiential marketing on purchasing intentions (Khan & Rahman, 2014; Liang et al., 2013; Fauzi
& Wibowo, 2020; Tsaur et al., 2006), this study found that there is no moderation effect of product
differentiation.
Moderation Effect of Differentiation on Green Marketing on Purchasing Intentions
The result of the hypothesis test (H4) shows that there is no effect of product differentiation
as a moderating variable on the impact of the experiential marketing relationship on purchase
intention, with the t statistic value of 0.159 t table 1.96. Although previous studies show that there
is a direct effect of product differentiation on purchasing intentions (Chen et al., 2020; Sun et al.,
2021) and a direct effect of experiential marketing on purchasing intentions (Kang & Hwang, 2022;
Nekmahmud et al., 2022; Sun & Wang, 2020), this study found that there is no moderation effect of
product differentiation.
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Marketing And Green Marketing On The Purchasing
Intention Of Motorcycle Scooters
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CONCLUSION
Experiential marketing has a good and significant effect on the intention to purchase Honda scooters.
This demonstrates that experiential marketing creates a favorable experience that people will remember,
resulting in a desire to acquire and use Honda scooter products. Experiential marketing has a good and
significant effect on the intention to purchase Honda scooters. This demonstrates that experiential marketing
creates a favorable experience that people will remember, resulting in a desire to acquire and use Honda
scooter products. Green product knowledge had a favorable and substantial effect on the desire to acquire
Honda scooters in Jabodetabek, indicating that green product knowledge influences purchase intention
directly through self-acceptance. The Honda scooter motorbike's eco-label indicates that it is an
environmentally friendly product, which influences customer interest in purchasing green products. Product
differentiation has a positive and significant effect on the intention of buying Honda scooters in Jabodetabek,
according to empirical evidence. The above instance demonstrates how product differentiation provides high
editing value to users. The value added supplied to consumers is the selling price of Honda scooter motorbikes,
which provide the biggest service network compared to other brands and have their own unique
characteristics. Moderation of product differentiation in experiential marketing has no significant beneficial
effect on purchase intention. The relationship between experiential marketing and interest in purchasing
Honda scooters in Jabodetabek cannot be moderated by product differentiation.
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