Pengaruh Mental Accouting dengan Orientasi Laba sebagai Variabel Moderasi terhadap Penentuan Harga Beli Emas

Abstract

This study aims to analyze the effect of mental accounting on gold purchase price determination, with profit orientation as a moderating variable among gold traders in Karya Baru Village, Dengilo District, Pohuwato Regency. The study employed a quantitative approach with an associative research design. The study population consisted of all gold traders in Karya Baru Village, while the sample was selected using purposive sampling, resulting in 30 respondents who met the research criteria. Data were collected through questionnaires and analyzed using simple linear regression analysis and Moderated Regression Analysis (MRA). The results show that mental accounting has a positive and significant effect on gold purchase price determination, with a significance value of 0.023 (<0.05) and a regression coefficient of 0.374. This finding indicates that decisions regarding gold purchase prices are not based solely on rational economic considerations but are also influenced by subjective perceptions, experience, and the ways in which business owners evaluate the potential gains and risks of transactions. The moderation analysis shows that profit orientation strengthens the effect of mental accounting on gold purchase price determination, as indicated by an interaction significance value of 0.005 (<0.05) and a regression coefficient of 0.328. Furthermore, the coefficient of determination increased from 17.1% in the simple regression model to 50.2% in the moderation model. These findings indicate that the higher the profit orientation of gold traders, the stronger the influence of mental accounting in determining gold purchase prices. This study confirms that psychological factors and profit objectives play an important role in pricing decisions in the gold trading business.