Pengaruh Price Bundling dan Product Bundling terhadap Niat Membeli yang Dimoderasi oleh Barang Komplementaritas
DOI:
https://doi.org/10.25170/jm.v17i1.866Kata Kunci:
Niat membeli, bundling harga, bundling produk, barang komplementaritasAbstrak
Penelitian ini bertujuan untuk menguji pengaruh bundling harga, bundling produk terhadap niat beli dan produk pelengkap sebagai variabel pemoderasi di convenience store. Sampel diambil dengan metode purposive sebanyak 168 sampel dalam survei kuesioner dengan pertanyaan tertutup dan skala likert 5 poin. data yang dikumpulkan diproses menggunakan SmartPLS02. Sebagai hasil dari tes hyphoteis diterima H1, yang berarti bahwa variabel bundling harga memiliki signifikan terhadap niat beli. H2 diterima, yang berarti variabel bundling produk berpengaruh signifikan terhadap niat beli. H3 diterima, yang berarti produk pelengkap memiliki efek moderat pada hubungan bundling harga dengan niat beli. H4 ditolak, yang berarti produk pelengkap tidak dapat memoderasi variabel hubungan bundling produk dengan niat beli. Berdasarkan hasil, bundling harga dan bundling produk memiliki pengaruh yang signifikan terhadap niat beli.
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