Pengaruh Persepsi Harga, Brand Image dan Pengalaman Belanja Online terhadap Purchase Decision Product Fashion di Kalangan Milenial di Jakarta

The purpose of this study was to determine the effect of Price Perception, Brand Image, and Online Shopping Experience on the Purchase decision of fashion products in millennial Jakarta. Data were collected by distributing questionnaires to 120 respondents, the data were processed using SPSS version 24.0. The results of the study provided empirical evidence that price perceptions partially have a positive and significant effect on purchasing decisions, brand image partially has a positive and significant effect on purchasing decisions, the online shopping experience partially has a positive and significant effect on purchasing decisions, and price perspective, brand image online shopping experience simultaneously has a positive and significant effect on purchasing decisions. This study provides input to academics and fashion companies on how to improve purchasing decisions. Tujuan penelitian ini adalah untuk mengetahui pengaruh Persepsi Harga, Brand Image, dan pengalaman berbelanja online terhadap Purchase decision produk fashion di kalangan milenial Jakarta. Pengambilan data dilakukan dengan melakukan penyebaran kuesioner kepada 120 orang, data diolah menggunakan SPSS versi 24.0. Hasil penelitian memberikan bukti empiris bahwa persepsi harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, pengalaman belanja online secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, dan persepsi harga, brand image dan pengalaman belanja online secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian ini memberikan masukan kepada akademisi dan perusahaan fashion bagaimana meningkatkan keputusan pembelian.

The Effect of Product Perception and Price Perception on Reference Book Purchase Decisions

The decision to purchase reference books is a form of a student's positive attitude in meeting learning needs. This study was conducted to analyze the effect of product and price perceptions on reference book purchasing decisions. This research was conducted on 80 students of the Jambi University Economic Education Study Program class of 2017. Data were obtained from the results of a survey using a questionnaire. The data were analyzed using the logit regression model because the dependent variable data were categorical (buying and not buying). The results of the analysis show that product perception has a significant influence on purchasing decisions for reference books at an error rate (alpha) of 5 percent. Student perceptions of price also significantly influence the decision to purchase reference books at an error level (alpha) of 5 percent. Taken together, product perception and price significantly influence the purchasing decision of reference books. Thus, it is recommended for students to make the right decision by understanding the quality and usefulness of reference books to meet their learning needs and supported by adequate purchasing power.

The Threshold-Crossing Effect: Just-Below Pricing Discourages Consumers to Upgrade

Managers often set prices just-below a round number (e.g., $39) – a strategy that lowers price perceptions and increases sales. The authors question this conventional wisdom in a common consumer context: upgrade decisions (e.g., whether to upgrade a car or hotel room). Seven studies—including one field study—provide empirical evidence for a threshold-crossing effect. When a base product is priced at or just-above a threshold, consumers are more likely to upgrade and spend more money (studies 1–3) because they perceive the upgrade option as less expensive (study 4), and they place less weight on price (study 5). Testing theoretically motivated and managerially relevant boundary conditions, studies find that the threshold-crossing effect is mitigated under sequential choice (study 6) and when an upgrade price crosses an upper threshold (study 7). These studies demonstrate that a small increase in price on a base product can decrease price perceptions of an upgrade option and, thus, increase consumers’ likelihood to upgrade. It suggests that just-below pricing, while sometimes advantageous at first, may not always be an optimal strategy for managers trying to encourage consumers to ultimately choose an upgrade option.

Menakar Akar Penentu Pembelian Jasa Wisata

This study aims to examine how the effect of service quality on the purchase of tourism services with price perceptions as a moderating variable in the tourist attraction at Goa Kreo Semarang. The population in this study is the visitor society who makes purchases of tourist services at the tourist attraction of Goa Kreo Semarang, where the number is unknown. The sampling method was accident sampling and the sample was 100 people. The results of this study indicate that the variable service quality has a positive and significant effect on the purchase of tourism services at Goa Kreo Semarang. The price perception variable is positively and significantly able to strengthen the relationship between service quality and the purchase of tourist services at Goa Kreo Semarang.

Do we always drink the same coffee? The effect of weight and colour on takeaway coffee perception

Purpose Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This study aims to determine how haptic (weight) and visual (colour) cues of drinking vessels affect the taste and price perception of coffee. Design/methodology/approach The authors created three different experimental designs. Given that coffee is a popular drink among the younger population, the authors invited undergraduate students in the 18–24 age group into this study. The participants tasted the same coffee from cups differ in weight (heavy and normal) and colour (congruent, incongruent and neutral), after which their opinions about the taste and price were recorded. Findings According to the results, increasing the weight of the cup creates a more positive perception of the smell and density of the coffee. Moreover, coffee served in a heavy cup was perceived to be more expensive than in other cups. The authors also found that incongruent cups received a lower score in all evaluations regarding taste perception. In the final experiment, the authors used the weight and colour manipulations together. According to the participants, the most fragrant coffee was perceived from a heavy and congruent cup. Research limitations/implications Small sample is one of the limitations of this study. Future studies could be conducted with bigger and more diverse sample using different kinds of coffee beans. Practical implications It will be appropriate for coffee producers to design the cups in light of the said results. Originality/value The paucity in the existing literature of sensory marketing studies using hot drinks is remarkable, especially takeaway coffee, which is becoming more popular with an increasing number of coffee chains, and needs to be examined in detail.

The Effect of Product Quality, Price Perception, and Brand Image on Product Purchase Decision at Pt. Ottobock Healthcare Indonesia

Prosthesis is a medical technology that is commonly called prosthetic limb, where the prosthesis marketing strategy has a unique way of marketing so that it needs to be carefully implemented whether the factors that influence the decision to buy prosthesis. The purpose of this study was to determine what factors determine which patients buy Ottobock prostheses from product quality, price perception, and brand image. See which factor is the most powerful. This research was conducted at PT. Ottobock Healthcare Indonesia with a total population and sample of 100 respondents. The analytical method used is multiple regression analysis. This type of research is quantitative research. The data presented in this study were obtained from a questionnaire provided to Ottobock's (amputated) patients. Statistical analysis using SPSS 25 which is used in the model and testing. The results of this study partially indicate that price perceptions and brand image have no effect on purchase decision for Ottobock’s prosthesis, but product quality does influence purchasing decisions. However, simultaneously, product quality, price perception and brand image have a positive effect on purchasing decisions for Ottobock prosthesis.

Further investigation of behavioural intention towards LCAs: multi-group analyses of air traveller behaviouristics

Purpose This study investigated an appended belief-attitude-intention (BAI) model, which included two antecedent beliefs of attitude and two marketing factors as additional determinants of air traveller behavioural intentions towards low-cost airlines (LCAs). The hypothesized relationships were compared across different behaviouristic groups based on flying frequency, travel purpose and travel party size. Design/methodology/approach Survey data from 331 air travellers intercepted at a major international airport in Thailand were analysed using structural equation modelling and bootstrapping multiple-group comparisons to investigate the hypothesized mediation and moderation effects. Findings Results indicate that behavioural intention towards LCAs is largely influenced by perceived price, followed by attitude towards LCAs and subjective norm and not determined by airport accessibility. Antecedent beliefs of perceived service quality and uncertainty avoidance influence behavioural intention, as mediated by attitude towards LCAs. The role of subjective norm varied among air traveller groups. Practical implications Managers can manage price perceptions by focusing on LCA affordability and they should closely scrutinize these air traveller behaviouristic groups to identify opportunities to appeal to the distinctive cognitive responses of traveller segments. Originality/value This study tested an appended BAI model across three different air traveller behavioural characteristics, a multi-group analytical approach that can reveal meaningful implications, yet has been underused in LCA research.

Price-related consumer discussions in China and the United States: a cross-cultural study investigating price perceptions and word-of-mouth transmission

Prices are among the most frequently discussed topics in consumer research. Although word-of-mouth is known to be highly influential and it is considered to be of growing importance, previous research has largely neglected price-related word-of-mouth, especially in a cross-cultural context. The present study fills this research gap by analyzing the effects of price-related word-of-mouth valence, price changes communicated by word-of-mouth, market mavenism and national culture on price fairness and expensiveness perceptions, as well as on subsequent word-of-mouth intentions. Two studies employing Hofstede’s national culture dimensions reveal considerable differences between the cultures of the United States and China.