PERAN PRICE DISCOUNT MEMODERASI PENGARUH PRODUCT KNOWLEDGE DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION
ABSTRACT: The research has
purpose to determine role of price discount in moderation effect of product
knowledge and celebrity endorser on purchase intention. This research was in
Denpasar City with 170 respondents as sample, purposive sampling method and
dispersed using questionnaire with criteria that have been adjusted. The
analysis technique used is moderation regression analysis. The results
indicated product knowledge had significant and positive effect on purchase
intention, means higher product knowledge then increase purchase intention.
Celebrity endorser didn’t has significant effect on purchase intention, meaning
someone who has high product knowledge tends to ignore celebrity endorser
related purchase intention. Price discount moderate weaken effect of product
knowledge on purchase intention, meaning someone who has high product knowledge
tends have doubts to buy related product quality such as product defects and
durability of product. Price discount
can significantly moderate but meaningless because celebrity endorser didn’t
has significant effect on purchase intention.
KEYWORDS: price discount;
product knowledge; celebrity endorser; purchase intention
Penulis: I Made Ari Rismawan, Ni
Made Purnami
Kode Jurnal: jpmanajemendd170045
