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Reply from Mr. Agus Ferianto
2024.11.05 13:31:14
Novelty of the Research:
This study brings novelty by examining the influence of value price
and promotion on purchase decisions, incorporating consumer
buying intention as an intervening variable. Through this innovative
approach, the research seeks to fill a gap in the literature regarding
both the direct and indirect relationships of value price and
promotion on purchase decisions.
Phenomenon Gap:
Previous studies have often focused on price perception or
promotion directly affecting purchase decisions without
considering buying intention as a mediating variable that could
influence this relationship. In practice, there is a phenomenon
where, despite relatively high prices and less effective promotions,
sales continue to increase, suggesting the presence of other factors
that impact this relationship. In response, this study introduces
consumer buying intention as a connecting variable to better
understand this influence.
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