Pengaruh Price Bundling dan Product Bundling terhadap Niat Membeli yang Dimoderasi oleh Barang Komplementaritas
This research aim to examine the affects of price bundling, product bundling on purchase intention and complementary product as moderating variable in convenience store. Sample was taken with purposive method as much 160 sample in questionnaire survey with closed question and 5-point likert scale. the collected data was processed using SmartPLS02. As the result of hyphoteis test are H1 accepted, which means that the price bundling variable has a significant on purchase intention. H2 is accepted, which means product bundling variable has a significant on purchase intention. H3 is accepted, which means complementary product has moderating effect on on relationship of price bundling to purchase intention. H4 is rejected, which means complementary product can’t be moderating variable on relationship of product bundling to purchase intention. Based on the result, price bundling and product bundling has a signinficant effect on purchase intention.
Chakravarti, Dipankar, Rajan Krish, Pallab Paul, and Joydeep Srivastava (2002), Partitioned Presentation of Multicomponent Bundle Prices: Evaluation, Choice and Underlying Processing Effects. Journal of Consumer Psychology, Vol. 12, No. 3, pp. 215-229.
Dansby, Robert and Cecilia Conrad (1983), Commodity Bundling. The American Economic Review, Vol. 74, No. 2, pp. 377-381.
Drumwright, Minette E. (1992), A Demonstration of Anomalies in Evaluations of Bundling. Marketing Letters, Vol. 3, No 4, pp. 311-321.
Estelami, H. (1999): Consumer Savings in complementary Product Bundles, Journal of Marketing Theory and Practice, vol. 7, no. 3, pp. 107-114.
Fang (2017) Bundle-Pricing Decision Model for Multiple Products. DOI: 10.1016/j.procs.2017.08.243
Gaeth, Gary J., Irwin P. Levin, Goutam Chakraborty, and Aron M. Levin (1991), Consumer Evaluation of Multi-Product Bundles: An Information Integration Analysis. Marketing Letters, Vol. 2, No.1, pp. 47-57.
Ghozali, Imam. 2014. Structural Equation Modeling Metode Alternatif Dengan Partial Least Squares (PLS). Edisi 4. Badan Penerbit Universitas Diponegoro. Semarang
Guiltinan, Joseph P. (1987), ‘The price bundling of services: a normative framework’, Journal of Marketing, 51 (2), 74–85
Kotler, Philip. & Gary Armstrong. (2014). Principle Of Marketing, 15th edition. New Jersey: Pearson Prentice Hall
Knutsson, Erika. 2011. Bundling for Consumers?: Understanding Complementarity and Its Effect on Consumers Preference and Satisfaction.Umea School of Business, UMEA Sweden
Leszczyc, P. T. L. P., Pracejus, J. W. and Shen, Y. (2008): Why More Can Be Less: An Inference-based Explanation for Hyper-Subadditivity in Bundle Valuation, Organizational Behavior and Human Decision Processes, vol. 105, pp. 233-246
Michael Levy, Barton A Weitz (2012) : Retailing Management 8th Edition. McGraw-Hill Education; 8 edition
Oppewal, H. and Holyoake, B. (2004): Bundling and Retail Agglomeration Effects on Shopping Behavior, Journal of Retailing and Consumer Services, vol. 11, pp. 61-74.
Royan, Frans M (2004). Creating Effective Sales Force. Yogyakarta: Andi Offset.
Schiffman and Lazar Kanuk, (2000), Costumer behaviour, Internasional Edition, Prentice Hall
Stremersch, Stefan and Gerard Tellis (2002), ‘Strategic bundling of products and prices: a new synthesis for marketing’, Journal of Marketing, 66 (1), 55–72
Tanford, Sarah, Mehmet Erdem, and Seyhmus Baloglu (2011), Price Transparency of Bundled Vacation Packages. Journal of Hospitality & Tourism Research, Vol. 35, No. 2, pp. 213-234.
Yadav, Manjit S. and Kent Monroe (1993), ‘How buyers perceive savings in a bundle price: an examination of a bundle’s transaction value’, Journal of Marketing Research, 30 (3), 350–58.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.