PERAN PRICE PERCEPTION DAN INSTAGRAM PROMOTION SEBAGAI MODERASI PENGARUH HEDONIC VALUE DAN UTILITARIAN VALUE TERHADAP PURCHASE INTENTION
DOI:
https://doi.org/10.25170/wpm.v15i1.4689Keywords:
Hedonic Value, Utilitarian Value, Price Perception, Instagram Promotion, Purchase IntentionAbstract
Currently, consumers purchase sporting goods not only to satisfy their requirements according to their benefits, but also for their own pleasure and satisfaction. Using Moderation of Price Perception and Instagram Promotion, the purpose of this study is to examine and analyze the impact of hedonistic and utilitarian values on the purchasing motivations of sports fans. As a test of research data, 301 respondents were selected using a technique of purposive sampling and the criteria of individuals who like sports and are familiar with the brand Duraking. The data was analyzed using Structural Equation Model Partial Least Square (SEMSmartPLS) version 3.2.9. According to the findings of the study, hedonistic values have a direct effect on purchase intention, whereas utilitarian values do not. Price Perception and Instagram Promotion strengthen the influence of Hedonic Value and Utilitarian value on purchase Intention by acting as moderators.
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