Pengaruh Informasi Harga Diskon dalam Iklan Televisi pada Internal Reference Price, Perceived Quality, Perceived Value, dan Purchase Intent

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