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Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?
Yasri, Yasri; Susanto, Perengki; Hoque, Mohammad Enamul; Gusti, Mia Ayu.
Afiliação
  • Yasri Y; Department of Management, Faculty of Economics, Universitas Negeri Padang, Indonesia.
  • Susanto P; Department of Management, Faculty of Economics, Universitas Negeri Padang, Indonesia.
  • Hoque ME; UKM-Graduate School of Business, Universiti Kebangsaan Malaysia, 43600 UKM Bangi, Selangor Darul Ehsan, Malaysia.
  • Gusti MA; Department of Economics, Faculty of Economics, Universitas Negeri Padang, Indonesia.
Heliyon ; 6(11): e05532, 2020 Nov.
Article em En | MEDLINE | ID: mdl-33294680
ABSTRACT
The study examines the effect of price perception and price appearance on Gen Y's repurchase intention towards snack products of small and medium-sized enterprises (SMEs), along with the mediating roles of consumers' brand experience and preference. A survey method for data collection in the study used with a structured questionnaire, in which the respondents were requested to give their responses to the experiment conducted on local specialty snack products produced by SMEs. Covariance-based structural equation modeling (CB-SEM) was used to analyze the hypothesized relationships in the research model. The findings show that all the direct effects in the proposed model have a significant effect, except for the relationship between price perception and brand preference that there is no significant effect. Similarly, the mediating roles of consumer brand experience and consumer-based brand preference proved to have a significant effect. Finally, the implications of this study will be discussed further.
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Texto completo: 1 Base de dados: MEDLINE Idioma: En Ano de publicação: 2020 Tipo de documento: Article

Texto completo: 1 Base de dados: MEDLINE Idioma: En Ano de publicação: 2020 Tipo de documento: Article