Pengaruh Price Discount Framing dan Citra Merek Terhadap Niat Beli di Ramayana

Authors

  • arina manasikana Universitas islam negeri raden fatah

Keywords:

Price discount framing, Citra Merek, Persepsi Konsumen, Niat Beli

Abstract

Penelitian ini bertujuan untuk menguji pengaruh price discount framing dan citra merek terhadap niat beli di Ramayana Palembang dengan persepsi konsumen sebagai variabel intervening. Penelitian ini merupakan penelitian kuantitatif dengan objek penelitiannya adalah konsumen Ramayana Palembang. Jumlah sampel yang digunakan sebanyak 75 responden dengan penarikan sampel menggunakan metode teknik purposive sampling. Teknik analisis data yang digunakan adalah Uji Asumsi Klasik yangodigunakan yaitu uji Normalitas, Linearitas, Multikolinieritas, dan Heterokedasitas, dan menggunakanaAnalisis Jalur (Path Analysis). Berdasarkan hasil penelitian menunjukkan bahwa, 1)secara parsial price discount framing, citra merek, dan persepsi konsumen berpengaruh signifikan terhadap niat beli di Ramayana Palembang. 2)Uji F menunjukkan bahwa price discount framing, citra merek, dan persepsi konsumen secara simultan mempengaruhi niat beli di Ramayana Palembang. 3)Dengan Path analysis dan Uji Sobel menunjukkan bahwa persepsi konsumen mampu memediasi price discount framing terhadap niat beli di Ramayana Palembang dan persepsi konsumen mampu memediasi pengaruh citra merekwterhadap niat beli di Ramayana Palembang.

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Published

2022-12-10