The Effect of Non-Monetary Sales Promotion Toward Brand Image and Product Knowledge on Purchase Intention with Price Discount as a Moderating Variable (Study of Sophie Paris in Purwokerto

CHESARA, Sauwedha Mulia (2018) The Effect of Non-Monetary Sales Promotion Toward Brand Image and Product Knowledge on Purchase Intention with Price Discount as a Moderating Variable (Study of Sophie Paris in Purwokerto. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Indonesia is seen as a potential market for fashion business, it makes fashion trendin Indonesia growing very rapidly. Sophie Paris as the leader of the bag salessince 1994 is attempting to meet the needs of the bag style in Indonesia. SophieParis applies strategy of non-monetary sales promotion to boost its product salesto create brand image and product knowledge of the company. But with theincreasing competition of company activities that move in the field of fashion bag,it is very important to Sophie Paris to analyze how the influence of strategy nonmonetarysales promotion on brand image and product knowledge. The purpose ofthis study is to analyze the effect of non-monetary sales promotion toward brandimage and product knowledge on purchase intention with price discount asmoderating variable in Sophie Paris Purwokerto. This research is a quantitativeresearch with survey method on consumers of Sophie Paris in Purwokerto withthe sample of 157 respondents. By the analysis tool of SEM, the results of thisstudy are that non-monetary sales promotion has a positive effect toward brandimage and product knowledge, brand image and product knowledge has a positiveeffect toward purchase intention, and price discount moderate causal effectbetween brand image and purchase intention but does not moderate causal effectbetween product knowledge and purchase intention. Discount)

Item Type: Thesis (Skripsi)
Nomor Inventaris: C18032
Uncontrolled Keywords: Non-Monetary Sales Promotion, Brand Image, Product Knowledge,Purchase Intention, Price
Subjects: B > B337 Brand name products
D > D63 Decision making
P > P668 Purchasing
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs Endang Kasworini
Date Deposited: 28 Jul 2020 03:31
Last Modified: 28 Jul 2020 03:31
URI: http://repository.unsoed.ac.id/id/eprint/4509

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