Pengaruh Strategi Harga Dan Strategi Distribusi Channel Terhadap Niat Membeli Konsumen Dimediasi Perceived Value Produk Lem Dexton

Alfred Jauli Marganda; Hasyim Hasyim

doi:10.31004/innovative.v5i2.18703

Authors

Alfred Jauli Marganda Fakultas Ekonomi Bisnis, Universitas Esa Unggul Indonesia
Hasyim Hasyim Fakultas Ekonomi Bisnis, Universitas Esa Unggul Indonesia

DOI:

https://doi.org/10.31004/innovative.v5i2.18703

Keywords:

Strategi harga, strategi distribusi channel, niat membeli, perceived value, produk lem Dextone

Abstract

Penelitian ini meneliti bagaimana harga dan strategi saluran distribusi mempengaruhi pembelian produk perekat Dextone di Indonesia. Penelitian ini juga akan menguji nilai yang dirasakan sebagai variabel mediasi. Survei terhadap 195 pembeli potensial perekat Dextone digunakan untuk mendapatkan data kuantitatif. Analisis data menggunakan Structural Equation Modeling (SEM) untuk menguji hubungan antar variabel. Strategi penetapan harga secara positif dan signifikan mempengaruhi nilai yang dirasakan dan niat beli konsumen, menurut penelitian. Strategi saluran distribusi meningkatkan nilai yang dirasakan dan niat pembelian. Nilai yang dirasakan produk Dextone secara parsial memediasi strategi harga dan saluran distribusi strategis. Temuan ini menunjukkan bahwa pembeli mempertimbangkan nilai yang dirasakan dari suatu produk sebelum membeli, dan bahwa harga dan saluran distribusi dapat meningkatkannya. Penelitian ini menunjukkan bahwa perusahaan harus menggunakan harga yang kompetitif dan saluran distribusi yang cerdas untuk meningkatkan persepsi nilai produk dan kecenderungan pembelian pelanggan. Penelitian ini menambah literatur pemasaran dengan menekankan nilai yang dirasakan sebagai mediator antara harga dan taktik distribusi dan niat beli pelanggan

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