ANALISIS PENGARUH PERSEPSI HARGA TERHADAP PERILAKU PEMBELIAN PRODUK KEBUTUHAN SEHARI-HARI (STUDI PADA INDO GROSIR JALAN MAGELANG)
DOI:
https://doi.org/10.47200/jcob.v3i2.671Keywords:
Value Consciousness, Price Consciousness, Coupon Proneness, Sale Proneness, Price Mavenism, Price Quality Schema, Prestige SensitivityAbstract
This empirical research is intended to determine the relationship between consumer perceptions of the role of negative prices (Value Consciousness, Price Consciousness, Coupon Proneness, Sale Proneness, and Price Mavenism) with the role of positive prices (Price Quality Schema and Prestige Sensitivity). In this study the data were obtained through distributing questionnaires to 250 respondents, namely consumers who were making a purchase or those who had made a purchase at Indogrosir Jalan Magelang Yogyakarta. Based on the results of data analysis with SEM analysis with the AMOS program showed that there was an influence of negative variables. role price on positive role price, there is a negative role price influence on Value Consciousness in the role of negative prices, there is a negative role price influence on Price Mavenism on the role of negative prices, there is a negative influence role price on Price Consciousness on the role of negative prices, there is a negative role effect price on Sale Proneness on the role of negative prices, there is a negative influence on the role price on Coupon Proneness on the role of negative prices, there is a positive influence on the role price on Price quality schema on the role of negative prices and there is a positive influence on the role price against Prestige sensitivity.
References
Budiadi, Nang Among. (2009). Analisis Pengaruh Persepsi Harga terhadap Perilaku Pembelian Produk Kebutuhan Sehari-hari. Jurnal Bisnis dan Kewirausahaan. Vol. 2 No.3 April 2009.
Cooper, Donald R. 1997. Metode Penelitian Bisnis. Jakarta: Erlangga
Dharmesta, Basu Swastha, 2003, Azas-azas Marketing, Yogyakarta : Liberty
Dickson P. R. and A. G. Sawyer. 1985. The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing, Vol. 54 (July), 42–53
Erickson, Gary M. dan Johansson, Johny K. 1985. The Role of Price in Multi Attribute Product Evaluations, the Journal of Consumer Research. Vol. 12. Hal. 195-199
Feick, Lawrence F. and Linda L. Price 1987, 'The Market Maven: A Diffuser of Marketplace Information, Journal of Marketing, 51 (January), 83-97.
Ferdinand, A., 2002, Structural Equation Modeling dalam Penelitian Manajemen, Edisi ke 2, BP UNDIP, Semarang
Ghozali dan Fuad. 2005. Structural equation modeling Teori Konsep & Aplikasi Dengan Program Lisrel 8.54. Semarang: Badan Penerbit UNDIP
Hair et al., 1998, Multivariate Data Analysis, Fifth Edition, Prentice Hall, Upper Saddle River : New Jersy.
Hoyle, R. 1995, Structural Equation Modelling: Concepts, Issues and Applications, Sage, Thousand Oaks, CA
Lichtenstein, D. R., & Burton, S. 1989. The relationship between perceived and objective price-quality. Journal of Marketing Research, 26, 429–443
Lichtenstein, Donald, Nancy M. Ridgeway, and Richard G. Netemeyer, (1993) "Price Perceptions and Consumer Shopping Behavior: A Field Study, Journal of Marketing Research, vol. 30 (May), 234-245.
Lichtenstein, Donald, Richard G. Netemeyer and Scot Burton (1990), "Distinguishing Coupon Proneness from Price Consciousness: An Acquisition-Transaction Utility Perspective, Journal of Marketing, vol. 54 (July), 54-67.
Malhotra, Naresh K. 2005. Riset Pemasaran. (Pendekatan Terapan). Terjemahan Soleh Rusyadi M. Jakarta PT. Indeks Kelompok Gramedia
Monroe, Kent B. and Susan Petroshius. 1981. "Buyers' Perception of Price: An Update of the Findings", Glenview, IL: Scott, Foresman and Company, 43-55.
Peterson, R. A., & Wilson, W. R. 1985. Perceived risk and price reliance schema as price-perceived quality mediators. Lexington, MA: D.C. Heath and Company.
Siagian, Dergibson dan Sugiarto, Metode statistika Untuk Bisnis dan Ekonomi, penerbit. PT. Gramedia Pustaka Utama
Stanton, William J. 1998. Prinsip Pemasaran. terjemahan Y.Lamarto, Erlangga Jakarta
Supardi. 2005. Metode Penelitian Ekonomi dan Bisnis. Yogyakarta: UII Press
Tellis, Gerard J. and Gary J. Gaeth (1990), “Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices, Journal of Marketing, vol. 54 (April), 34-45
Thaler, R. H. 1990. 'Saving, fungibility and mental accounts', Journal of Economic Perspectives, Vol.4, 193-205.
Zeithaml, V.A. 1988. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2 - 22.
