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All Journal Journal of Economics, Business, & Accountancy Ventura Jurnal Tabarru': Islamic Banking and Finance Jurnal Ilmiah Edunomika (JIE) Jurnal Ekonomika Dan Bisnis Mestaka: Jurnal Pengabdian Kepada Masyarakat El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Ghaitsa: Islamic Education Journal Al-Intaj : Jurnal Ekonomi dan Perbankan Syariah Journal of Ekonomics, Finance, and Management Studies Joong-Ki BAABU AL-ILMI: Ekonomi dan Perbankan Syariah EMPOWERMENT: Journal of Community Practice
Stiawan, Evan
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Journal : Journal of Economics, Business,

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The Effectiviness of Promotional Benefit Towards Buying Intention Moderated By The Brain’s Tendency of Consumers Stiawan, Evan; Rahmat Syah, Tantri Yanuar
Journal of Economics, Business, and Accountancy Ventura Vol. 20 No. 1 (2017): April - July 2017
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v20i1.439

Abstract

This research’s goal is to measure the influence of promotional benefit towards buying intention moderated the brain’s tendency of consumers. The object of this research is the consumers whom ever bought a mobile phone. The purpose of this research is to find out the consumer’s buying intention when price discount is higher than premium, the influence of price discount and premium toward buying intention which is moderated by the tendency of consumer’s left and right brain. The data analysis method used is ANOVA One Way and General Linear model (GLM). The result of the research shows that premium is more positively evaluated than price discount which is means the consumer tends to re-buy when premium promotion offered is higher that price discount. The group of consumers that get price discount and right brain tendency tend to have a higher buying intention than the group of consumers that get price discount and left brain tendency, also for the group of consumers that get price discount and right brain tendency tend to have a higher buying intention than the group of consumers that get premium and right brain tendency.
Co-Authors Anike Putri Astuti, Povi Tricahya B, Idwal Elwardah, Khairiah Habibullah, M. Abrar Mursalin, Supardi Nurul Hak Nurvadillah, Legi Pratiwi, Endang Prisiliko, Olivia Putra, Fadilah Dwi putri, Prisilia Anggraini Putri, Safna Kurnia Reksi, Yulita Saad, Hafiz Muhammad Saputra, Wahyu Agung Septina, Chindi Setiawan, Romi Adetio Tantri Yanuar Rahmat Syah Yarmunida, Miti Yunitasari, Shelli Yunus, Fatimah