| Crynodeb: | Information of discount price is a source that could influence consumer
reaction to the assessment of perceived quality and purchase intent that are
advertised on television. The company uses the product price strategy which is
then advertised on television with the aim to influence the purchase intent. Some
variables that influence purchase intent in research on prices include: perceived
quality, internal reference price, perceived acquisition value and perceived
transaction value (Grewal, et al., 1998). This research is a modification of the
model developed by Grewal, Monroe, and Krishnan (1998), which aims to
determines and determine the effect on the perceived quality of internal reference
price and the perceived acquisition value, the internal reference price effects on
perceived transaction value¸ influence perceived acquisition value and perceived
transaction value in purchase intent, and to analyze and know the difference
judgments based on social class differences.
Data collection method in this research are using questioner to the
respondents regarding the response to the perceived quality, internal reference
price, perceived acquisition value, perceived transaction value, and purchase
intent. Sampling methods using nonproblbility, purposive random sampling with
judgments has seen a price reduction shampoo ad Rejoice in television.
Based on regression analysis, this study empirically proven that the
perceived quality significantly affect the internal reference price and the
perceived acquisition value, internal reference price significantly affect the
perceived transaction value and purchase intent are significantly influenced by
the perceived acquisition value and perceived transaction value.
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