文章基本信息

标题：The Effectiviness of Promotional Benefit Towards Buying Intention Moderated By The Brain’s Tendency of Consumers
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作者：Evan Stiawan ; Evan Stiawan ; Tantri Yanuar Rahmat Syah 等
期刊名称：Journal of Economics, Business & Accountancy
印刷版ISSN：2087-3735
电子版ISSN：2088-785X
出版年度：2017
卷号：20
期号：1
页码：89-95
DOI：10.14414/jebav.v20i1.439
语种：English
出版社：Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)
摘要：This research’s goal is to measure the influence of promotional benefit towards buying intention moderated the brain’s tendency of consumers. The object of this research is the consumers whom ever bought a mobile phone. The purpose of this research is to find out the consumer’s buying intention when price discount is higher than premium, the influence of price discount and premium toward buying intention which is moderated by the tendency of consumer’s left and right brain. The data analysis method used is ANOVA One Way and General Linear model (GLM). The result of the research shows that premium is more positively evaluated than price discount which is means the consumer tends to re-buy when premium promotion offered is higher that price discount. The group of consumers that get price discount and right brain tendency tend to have a higher buying intention than the group of consumers that get price discount and left brain tendency, also for the group of consumers that get price discount and right brain tendency tend to have a higher buying intention than the group of consumers that get premium and right brain tendency.
其他摘要：Penelitian ini mencoba untuk mengukur pengaruh manfaat terhadap niat membeli, yang dimoderasi oleh kecenderungan otak konsumen. Penelitian ini menggunakan objek konsumen yang telah membeli ponsel. Tujuannya adalah untuk mengetahui niat membeli konsumen
关键词：Price Discount; Premium; Buying Intention; Right Brain; Left Brain Tendency