Analisi Pengaruh Store Name, Brand Name, dan Price Discounts terhadap Purchase Intentions Konsumen Infinite Tunjungan Plaza

Andy Gunawan(1*),


(1) 
(*) Corresponding Author

Abstract


Andy Gunawan:

Skripsi

Analisis pengaruh store name, brand name dan price discounts terhadap purchase intention konsumen infnite tunjungan plaza

 

Di era globalisasi ini, persaingan dagang antara perusahaan – perusahaan baik lokal maupun global menjadi semakin ketat, oleh karena itu perusahaan selalu berusaha untuk meningkatkan ketertarikan minat beli konsumen. Beberapa variabel yang menjadi fokus perusahaan adalah store name, brand name, dan price discount. Tujuan penelitian ini adalah untuk menganalisa pengaruh store name, brand name, dan price discount terhadap purchase intention. Obyek yang diangkat dalam penelitian ini adalah infinite tunjungan plaza surabaya, dan sampelnya adalah konsumen infinite tunjungan plaza.

Hasil penelitian store name berpengaruh positif terhadap purchase intention. Brand name berpengaruh positif terhadap purchase intention. Price discount berpengaruh positif terhadap purchase intention.


Keywords


Store name ; brand name ; price discount ; purchase intention

Full Text:

PDF

References


Aaker, David, Kumar, A. V. dan George S. Day (1997). Marketing Research, 6th ed, John Willey and Sons, Inc.

Assael, Henry, 2001, “Consumer Behavior and Marketing Action”, Boston, Kent Publishing Co.

Baker, Julie, D. Grewal, dan A. Parasuraman (1994). “ The Influence of Store Environment on Quality Inferences and Store Image”, Journal of The Academy of Marketing Science, 22(4): 328-339.

Chapman, Joe dan Wahlers, Russ. (1999), A Revision and Empirical test of the Extended Price Perceived Quality Model. Journal of Marketing Theory and Practice, 7 (3) : 53-64.

Cooper, D.R.,& Schindler, P.S (2006), Business Research Methods, 9th ed., Boston : Mc Graw Hill Book Co.

Dharmmestha, B.S., 1999, Loyalitas Pelanggan: Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti, Jurnal Ekonomi dan Bisnis Indonesia, vol 14, no 3.

Dodds, William B, Monroe, Kent B, Grewal, Dhruv, Journal of Marketing Research (1991), “The effects of Price, Brand and Store Information on Buyer’s Product Evaluations,” Journal of Retailing, 74(3), 331-352.

Durianto. Darmadi, Sugiarto dan Toni Sitinjak (2001), Strategi Menaklukkan Pasar; Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.

Grewal, Dhruv, Kent B. Monroe, and R. Krishnan. (1998), “ The Effects of Price Comparison Advertising on Buyers’ Perceptions of Acquistion Value, Transaction Value and Behavioral Intentions. ”Journal of Marketing, 62 (April) : 46-59.

Grewal, Dhruv, R. Krishnan, Julie Baker, and Norm Boirin. (1998), “ The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. “Journal of Retailing, 74 (3) : 331-352.

Hair, Joseph F., JR., Rolp E Anderson, Ronald L, Tatham and, William L Black. (1998), Multivariate data Analysis, 5th ed, USA : Prentice Hall International, Inc.

Kertajaya, Hermawan, Yuswohadi, Jacky Musri, Taufik (2004), Positioning, Differensiasi, and Brand, PT. Gramedia Pustaka Utama, Jakarta.

Kotler, Philip. (2003), Marketing Management : Analysis, Planning, Implelentation, and Control, 13th Edition. Englewood Cliffs, New York : Prentice-Hall Inc.

Lamb, Hair, McDaniel. 2001. Pemasaran Buku 1. Jakarta. Salemba Empat. Maxwell, Sarah, 2001, An Expanded Price/Brand Effect Model: A Demonstration of Heterogeneity In Global Consumption, International Marketing Review, 18(3):325-343.

Monroe, K.B., 2000, Pricing: Making Profitable Decission. 3nd edition. New York. McGraw-Hill.

Sekaran, U. (2006), Research Methods for Business : A Skill Building Approach, New York : John Willey & Sons, Inc.

Simamora, B. (2004), Panduan Riset Perilaku Konsumen. Jakarta : PT. Gramedia Pustaka Utama.

Wahyudi, Lilik. (2006). “Marketing Mix dalam Price/Effect Model”. Jurusan Manajemen, Fakultas Ekonomi, Universitas Sebelas Maret, Surakarta.

Zeithaml, Valarie A. (1998). “ Consumers Perceptions of Price, Quality and Value: A means-End Model and Synthesis of Evidence, “ Journal of Marketing, 52(July):2-22.


Refbacks

  • There are currently no refbacks.