Predicting the Mediation Impact of Promotion in Correlation with Price Perception, Product Quality, Brand Image, and Purchasing Decision

Wasik, Zainul (2022) Predicting the Mediation Impact of Promotion in Correlation with Price Perception, Product Quality, Brand Image, and Purchasing Decision. International Journal of Advanced Engineering and Management Research, 07 (02). pp. 207-222. ISSN 24563676

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Abstract

This study aims to analyze promotion as the mediator of price perception, product quality, and brand image towards the decision of purchasing Minaku’s frozen food. This study uses a sample of 150 respondents who are consumers of Minaku. The researcher uses the analysis method of Structural Equation Modelling – Partial Least Square (SEM-PLS) to answer the matter in the research. The SEM calculation shows that promotion cannot be predicted as a mediator between price perception and purchase decision because the ρ-value is 0,101 and the T-statistic value is 1,644. It means price perception is not a key factor that can influence customers to buy a product, even though it is given a promotion. Especially for Minaku’s frozen food product, the power of brand image and product quality affect consumer consideration during purchasing. The price perception is not the most important thing for consumers, but rather how a product can fulfill consumers’ needs; for instance, the product has to be reliable and give satisfaction feeling in exchange for owning the product. The result of this study also strengthens the previous research conducted by Halim & Hamzah, (2020) stating that price perception has no effect on purchasing decisions through promotional mediation. Keywords: Price Perception, Product Quality, Brand Image, Promotion, and Purchasing Decision.

Item Type:	Article
Uncontrolled Keywords:	Price Perception, Product Quality, Brand Image, Promotion, and Purchasing Decision.
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Mr. Zainur Wasik
Date Deposited:	17 Jun 2022 06:22
Last Modified:	17 Jun 2022 06:22
URI:	http://eprints.umg.ac.id/id/eprint/5961

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