Pengaruh Informasi Harga Diskon dalam Iklan Televisi pada Internal Reference Price, Perceived Quality, Perceived Value, dan Purchase Intent

Endang Fitri Astuti, Prof. Lincolin Arsyad, Ph. D.,

2011 | Tesis | S2 Magister Manajemen

Informasi harga diskon adalah sumber yang dapat mempengaruhi reaksi konsumen terhadap penilaian kualitas dan keinginan untuk membeli produk yang diiklankan di televisi. Perusahaan menggunakan strategi penurunan harga produk yang kemudian diiklankan di televisi dengan tujuan untuk mempengaruhi minat membeli konsumen. Beberapa variabel yang mempengaruhi purchase intent dalam penelitian tentang harga antara lain: perceived quality, internal reference price, perceived acquisition value dan perceived transaction value (Grewal, et al., 1998). Penelitian ini merupakan modifikasi dari model yang dikembangkan oleh Grewal, Monroe, dan Krishnan (1998), yang bertujuan untuk menganalisis dan mengetahui pengaruh perceived quality pada internal reference price dan perceived acquisition value, pengaruh internal reference price pada perceived transaction value¸ pengaruh perceived acquisition value dan perceived transaction value pada purchase intent, serta menganalisis dan mengetahui perbedaan penilaian berdasarkan perbedaan kelas social. Metode pengumpulan data dalam penelitian ini adalah dengan memberikan kuesioner kepada responden mengenai tanggapan terhadap perceived quality, internal reference price, perceived acquisition value, perceived transaction value, dan purchase intent.Metode pengambilan sampel dengan nonprobability sampling, purposive dengan judgment pernah melihat iklan penurunan harga sampo Rejoice di televisi. Berdasarkan analisis regresi, penelitian ini terbukti secara empiris bahwa perceived quality secara signifikan mempengaruhi internal reference price dan perceived acquisition value, Internal reference price secara signifikan mempengaruhi perceived transaction value dan purchase intent secara signifikan dipengaruhi oleh perceived acquisition value dan perceived transaction value.

Information of discount price is a source that could influence consumer reaction to the assessment of perceived quality and purchase intent that are advertised on television. The company uses the product price strategy which is then advertised on television with the aim to influence the purchase intent. Some variables that influence purchase intent in research on prices include: perceived quality, internal reference price, perceived acquisition value and perceived transaction value (Grewal, et al., 1998). This research is a modification of the model developed by Grewal, Monroe, and Krishnan (1998), which aims to determines and determine the effect on the perceived quality of internal reference price and the perceived acquisition value, the internal reference price effects on perceived transaction value¸ influence perceived acquisition value and perceived transaction value in purchase intent, and to analyze and know the difference judgments based on social class differences. Data collection method in this research are using questioner to the respondents regarding the response to the perceived quality, internal reference price, perceived acquisition value, perceived transaction value, and purchase intent. Sampling methods using nonproblbility, purposive random sampling with judgments has seen a price reduction shampoo ad Rejoice in television. Based on regression analysis, this study empirically proven that the perceived quality significantly affect the internal reference price and the perceived acquisition value, internal reference price significantly affect the perceived transaction value and purchase intent are significantly influenced by the perceived acquisition value and perceived transaction value.

Kata Kunci : Harga diskon, perceived quality, internal reference price, perceived acquisition value, perceived transaction value, purchase intent.