PERAN PRICE DISCOUNT MEMODERASI PENGARUH PRODUCT KNOWLEDGE DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION

Written by I Made Ari Rismawan, Ni Made Purnami
on January 24, 2017

Authors:

I Made Ari Rismawan, Ni Made Purnami

Abstract:

“The research has purpose to determine role of price discount in moderation effect of product knowledge and celebrity endorser on purchase intention. This research was in Denpasar City with 170 respondents as sample, purposive sampling method and dispersed using questionnaire with criteria that have been adjusted. The analysis technique used is moderation regression analysis. The results indicated product knowledge had significant and positive effect on purchase intention, means higher product knowledge then increase purchase intention. Celebrity endorser didn’t has significant effect on purchase intention, meaning someone who has high product knowledge tends to ignore celebrity endorser related purchase intention. Price discount moderate weaken effect of product knowledge on purchase intention, meaning someone who has high product knowledge tends have doubts to buy related product quality such as product defects and durability of product. Price discount can significantly moderate but meaningless because celebrity endorser didn’t has significant effect on purchase intention.”

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PDF:

https://jurnal.harianregional.com/manajemen/full-27133

Published

2017-01-24

How To Cite

RISMAWAN, I Made Ari; PURNAMI, Ni Made. PERAN PRICE DISCOUNT MEMODERASI PENGARUH PRODUCT KNOWLEDGE DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION.E-Jurnal Manajemen, [S.l.], v. 6, n. 1, p. 264 - 288, jan. 2017. ISSN 2302-8912. Available at: https://jurnal.harianregional.com/manajemen/id-27133. Date accessed: 08 Jul. 2024.

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Issue

Vol 6 No 1 (2017)

Section

Articles

Copyright

This work is licensed under a Creative Commons Attribution 4.0 International License