Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?

Abstract

The study examines the effect of price perception and price appearance on Gen Y's repurchase intention towards snack products of small and medium-sized enterprises (SMEs), along with the mediating roles of consumers' brand experience and preference. A survey method for data collection in the study used with a structured questionnaire, in which the respondents were requested to give their responses to the experiment conducted on local specialty snack products produced by SMEs. Covariance-based structural equation modeling (CB-SEM) was used to analyze the hypothesized relationships in the research model. The findings show that all the direct effects in the proposed model have a significant effect, except for the relationship between price perception and brand preference that there is no significant effect. Similarly, the mediating roles of consumer brand experience and consumer-based brand preference proved to have a significant effect. Finally, the implications of this study will be discussed further.

Digital Technologies, Circular Economy Practices and Environmental Policies in the Era of COVID-19

“…Then, results of the CFA that are displayed in Table 4. Table 4 shows model fitness, whose values of the nine indicators show an adequate specification of the measurements of the variables as well as the model [59]. The indicators used are the non-normed fit Index (NNFI), normative fit index (NFI), comparative fit index (CFI), the goodness of fit index (GFI), adjusted goodness of fit index (AGFI), Tucker-Lewis index (TLI), Chi-square to the degree of freedom (χ2/df), root-mean-square error of approximation (RMSEA) and standardized root mean squared residual (SRMR).…”

Faktor Pembentuk Brand Love, Word Of Mouth, Dan Repurchase Intention Atas Produk Hedonis: Telaah Pada Pelanggan Produk Gunpla Merek Bandai

“…Brand experience positif yang dirasakan oleh konsumen dapat mempengaruhi niat pembelian kembali pada konsumen dikemudian hari. (Yasri, Susanto, Hoque, & Gusti, 2020) H8: Brand Experience secara positif mempengaruhi Repurchase Intention.…”

“…Pada penelitian lain telah ditemukan juga bahwa adanya hubungan antara variabel price perception dengan variabel repurchase intention. Dalam domain pemasaran, pada studi yang ada juga menunjukkan bahwa price perception secara positif mempengaruhi repurchase intention (Yasri et al, 2020). H9: Price Perception secara positif mempengaruhi Repurchase Intention.…”

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“…Penelitian Pratiwi & Mandala (2015) memaparkan bahwa "bauran pemasaran merupakan variabel paling dominan yang berpengaruh terhadap keputusan pembelian Kebaya border pada Jegeg Ayu Boutique di Kuta." Tanzil & Kusuma (2015), Hanaysha (2018), Foster & Johansyah (2019) menunjukan "produk (product) adalah barang atau jasa yang akan diterima seorang pembeli ketika mereka mengeluarkan sejumlah uang dimana hasil produk berpengaruh signifikan pada keputusan pembelian ulang, ini berarti meningkatnya kualitas produk yang ditawarkan" Adinata & Yasa (2018), Uslu & Huseynli (2018), Suhaily & Soelasih (2017), Yasri et al (2020) menunjukkan, "price adalah jumlah uang yang dibutuhkan untuk mendapatkan suatu barang beserta pelayanannya. Setelah produk yang diproduksi siap untuk dipasarkan, maka perusahaan akan menentukan harga dari produk tersebut.…”