PENGARUH PRICE CONSCIOUSNESS, BRAND IMAGE, ACCESSIBILITY DAN SOCIAL VALUE PERCEPTION TERHADAP PURCHASE INTENTION SEPEDA MOTOR HONDA PADA DEALER CENDANA DI KOTA KENDAL

Siti Romdonah, Ignatius Soni Kurniawan

Sari


The purpose of this study was to determine the effect of  Price consciousness, brand image, accessibility, and social value perception toward purchase intention of Honda motorcycles at the Cendana Dealer in the city of Kendal. This type of research is quantitative with accidental sampling technique. The sample used in this study is those prospective buyers of Honda motorcycles. The results indicate that price consciousnes, acessibility, and social value perceptionis has no significant effect on purchase intention, brand image has a significant effect on purchase intention.

Keyword: Price Consciousness, Brand Image, Accessibility, Social Value Perception, Purchase Intention


Teks Lengkap:

PDF

Referensi


Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention. Journal of Business Research, 55(9), 775–783. https://doi.org/10.1016/S0148-2963(00)00214-9

Campbell, J. (2013). Antecedents to purchase intentions for Hispanic consumers: A “local” perspective. International Review of Retail, Distribution and Consumer Research, 23(4), 440–455. https://doi.org/10.1080/09593969.2013.796565

Carvalho, B. L. de, Salgueiro, M. de F., & Rita, P. (2016). Accessibility and trust: The two dimensions of consumers’ perception on sustainable purchase intention. International Journal of Sustainable Development and World Ecology, 23(2), 203–209. https://doi.org/10.1080/13504509.2015.1110210

Chiang, C.-F., & Jang, S. S. (2006). The effects of perceived price and brand image on value and purchase intention: Leisure travelers’ attitudes toward online hotel booking. Journal of Hospitality Leisure Marketing, 15(3), 49–69. https://doi.org/10.1300/J150v15n03

Coromina, A. G. M. L. P. L. (2006). The perceived value of accessibility in religious sites-do disabled and non-disabled travellers behave differently? Tourism Review The, 71(2), 1–24. https://doi.org/10.1108/TR-11-2015-0057

Ercis, A., & Celik, B. (2018). Impact of value perceptions on luxury purchase intentions: Moderating role of consumer knowledge. Pressacademia, 7(1), 52–56. https://doi.org/10.17261/pressacademia.2018.855

Fianto, A. Y. A., Hadiwidjojo, D., Aisjah, S., & Solimun. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 58–76. https://doi.org/10.5296/bms.v5i2.6003

Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164

Jain, S., & Mishra, S. (2018). Effect of value perceptions on luxury purchase intentions: An Indian market perspective. International Review of Retail, Distribution and Consumer Research, 28(4), 1–22. https://doi.org/10.1080/09593969.2018.1490332

Konuk, F. A. (2015). The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods. British Food Journal, 117(2), 793–804. https://doi.org/10.1108/BFJ-10-2013-0305

Lee, C.-H. (2008). The effects of price consciousness, brand consciousness and familiarity on store brand purchase intention. Management Review, 27(July), 113–117.

Lee, J., & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management, 22(3), 387–403. https://doi.org/10.1108/JFMM-08-2017-0087

Leng, W. C. H. K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan introduction. Asia Pacific Journal of Marketing and Logistics, 28(1), 1–26. https://doi.org/10.1108/APJML-02-2015-0031

Mabkhot, H. A., Hasnizam, & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71–82.

Manorek, S. L. (2016). The influence of brand image, advertising, perceived price toward consumer purchase intention at samsung smartphone. Jurnal Berkala Ilmiah Efisiensi, 3(4), 661–670. https://doi.org/10.35794/emba.v3i4.11087

Rizkalla, N., & Suzanawaty, L. (2013). The effect of store image and service quality on private label brand image and purchase intention case study: Lotte Mart Gandaria City. ASEAN Marketing Journal, 4(2), 90–99. https://doi.org/10.21002/amj.v4i2.2035

Siregar, S. (2014). Metode Penelitian Kuantitatif: Dilengkapi Dengan Perbandingan Perhitungan Manual dan SPSS. Jakarta: Kencana.

Soh, C. Q. Y., Rezaei, S., & Gu, M. L. (2017). A structural model of the antecedents and consequences of generation Y luxury fashion goods purchase decisions. Young Consumers, 18(2), 180–204. https://doi.org/10.1108/YC-12-2016-00654

Wang, Y.-H., & Tsai, C.-F. (2014). The relationship between brand image and purchase intention: evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27–40.

Wibisurya, I. (2018). The effect of digital marketing implementation through location based advertising on customer’s purchase intention. Binus Business Review, 9(2), 153. https://doi.org/10.21512/bbr.v9i2.4618

Wu, W., Huang, V., Chen, X., Davinson, R. M., & Hua, Z. (2018). Social value and online social shopping intention: The moderating role of experience. Information Technology & People, 31(3), 688–711. https://doi.org/10.1108/ITP-10-2016-0236




DOI: http://dx.doi.org/10.26460/md.v1i1.48

DOI (PDF): http://dx.doi.org/10.26460/md.v1i1.48.g25

Article Metrics

Sari view : 522 times
PDF - 344 times

Refbacks

  • Saat ini tidak ada refbacks.