Pengaruh Diskon Harga dan Rating Produk terhadap Minat Beli Produk Fashion Lokal di Shopee yang dimediasi oleh Citra Merek (Studi pada Mahasiswa Aktif UKSW)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh diskon harga dan rating produk terhadap minat beli melalui citra merek pada produk fesyen lokal di Shopee dengan menggunakan metode pengujian metode PLS (Partial Least Square). Penelitian menggunakan sampel sebanyak 112 dengan responden mahasiswa aktif Universitas Kristen Satya Wacana. Hasil penelitian ini menunjukkan bahwa (i) diskon harga berpengaruh terhadap minat beli (ii) rating produk tidak berpengaruh terhadap minat beli (iii) diskon harga berpengaruh terhadap citra merek (iv) rating produk berpengaruh terhadap citra merek (v) citra merek berpengaruh terhadap minat beli (vi) citra merek memediasi hubungan antara diskon harga terhadap minat beli (vii) citra merek memediasi hubungan rating produk terhadap minat beli.

This research aims to examine the influence of price discounts and product ratings on purchase intention through brand image for local fashion products on Shopee using the Partial Least Squares (PLS) method. The research used a sample of 112 active students from Satya Wacana Christian University. The results of this study indicate that (i) price discounts have a significant influence on purchase intention (ii) product ratings do not have a significant influence on purchase intention (iii) price discounts have a significant influence on brand image (iv) product ratings have a significant influence on brand image (v) brand image has a significant influence on purchase intention (vi) brand image mediates the relationship between price discounts and purchase intention (vii) brand image mediates the relationship between product ratings and purchase intention.