Pengaruh Harga dan Daya Tarik Iklan Terhadap Minat Beli pada Jasa Pengiriman Lion Parcel Mataram melalui Citra Merek sebagai Variabel Mediasi

Merlyne Evelyne Clementina Kumayas (Universitas Mataram)
Sulhaini Sulhaini (Universitas Mataram)

ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship
Vol. 7 No. 2 (2026): September

This study aims to examine and analyze the influence of price and advertising appeal on purchase intention in Lion Parcel Mataram delivery service through brand image as a mediating variable. This type of research is associative with a quantitative approach. The method used in this study is a survey sample. The population in this study is the entire community in Mataram City. The sample in this study amounted to 75 respondents. The sampling technique used purposive sampling. The analysis tool used is SmartPLS. The results of this study indicate that the price variable has a positive and significant influence on brand image and purchase intention, advertising appeal has a positive and significant influence on brand image and purchase intention, brand image has a positive and significant influence on purchase intention, brand image mediates the influence of price on purchase intention positively and significantly, and brand image mediates the influence of advertising appeal on purchase intention.