Impact of brand image and discounted price on consumer purchase intention at H&M, Tunjungan Plaza Shopping Mall

Silitonga, Noel Ginonggom Parsaulian (2020) Impact of brand image and discounted price on consumer purchase intention at H&M, Tunjungan Plaza Shopping Mall. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

This paper intendsto give an information about people behavior in consuming a one of fashion brand in Indonesia as emerging nation specially in Surabayacity.Due to the high rate of consumptivein Surabaya assecond large city in Indonesia, in Surabaya there are many shopping malls that Indonesia people can go and consume and brand that they know most. In this paper will examines the consumer behavior and brand loyalty that Indonesia consumer as emerging nation. This paper uses SEM analysis technique with the help of Partial Least Square (PLS). In this paper, for the object of this research will be consumer of H&M fashion retail shop inTunjungan Plasa Surabaya. The sample will be 100people or respondentswith age above 17years. In this research The results show that brand image does indeed influence consumers' purchaseintention. However, when the mediating variable of consumer attitude was included, the relationship was fully mediated. This showed that for the brand image of outlet malls to obtain the benefit of encouraging the purchase intention of consumers, a supportive attitude of consumers is necessary. In other words, it is necessary to win the trust of consumers. Since the most important features of malls—discounted prices—are equivalent to long-term price promotions, they also significantly influence consumers' purchase intention. In addition, consumers are increasingly demanding that outlet malls provide morediverse and leisure-orientated functions.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Supriharyanti, Elisabeth
NIDN0128047601
elish.2003@gmail.com
Thesis advisor
Iswanto, Budi
NIDN8824310016
UNSPECIFIED
Uncontrolled Keywords: Shopping mall, retail, price promotion, consumer trust.
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Noel Ginonggom Parsaulian Silitonga
Date Deposited: 31 Jul 2020 15:58
Last Modified: 31 Jul 2020 15:59
URI: http://repository.wima.ac.id/id/eprint/22943

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