Pengaruh discount framing terhadap brand reputation dan brand image yang berdampak pada purchase intention dan actual behavior pengguna Shopee.

Marcius, Catriona Claresta (2021) Pengaruh discount framing terhadap brand reputation dan brand image yang berdampak pada purchase intention dan actual behavior pengguna Shopee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk meneliti tentang pengaruh discount framing terhadap brand reputation dan brand image yang berdampak pada purchase intention dan actual behavior pengguna Shopee. Penelitian ini menggunakan metode kuantitatif, data diambil dengan menggunakan Google Form yang disebarkan kepada 40 orang untuk studi pendahuluan dan 210 responden untuk penelitian actual. Pengambilan data dilakukan dengan menggunakan simple random sampling. Terdapat 203 responden yang memenuhi kriteria dan akan digunakan dalam penelitian ini. Data yang diperoleh diolah dengan menggunakan aplikasi SmartPls 3.0. Hasil dari penelitian ini menunjukkan bahwa discount framing berpengaruh positif terhadap brand reputation, discount framing tidak berpengaruh positif terhadap brand image, brand reputation berpengaruh positif terhadap brand image, brand image berpengaruh positif terhadap purchase intention, dan purchase intention berpengaruh positif terhadap actual behavior. / This study aims to examine the effect of discount framing on brand reputation and brand image which has an impact on purchase intention and actual behavior of Shopee users. This research uses quantitative methods, data is taken using Google Form which is distributed to 40 people for the preliminary study and 210 respondents for the actual research. Data were collected using simple random sampling. There are 203 respondents who meet the criteria and will be used in this study. The data obtained were processed using the SmartPls 3.0 application. The results of this study indicate that discount framing has a positive effect on brand reputation, discount framing has no positive effect on brand image, brand reputation has a positive effect on brand image, brand image has a positive effect on purchase intention, and purchase intention has a positive effect on actual behavior.

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