PENGARUH INFORMASI PRICE TERHADAP INTENTION TO LIKE, COMMENT, SHARE DAN PURCHASE PADA IKLAN INSTAGRAM
Naila Afrida Putri Amalina dan Gancar Candra Premananto

Manajemen, FEB Universitas Airlangga

Abstract

This research aims to test the different intention to like, comment and share based on sales price information by using T-test. Then, it will be associated with purchase intention by using multiple linear regression tests. This research collected data from 200 participants. The stimuli are shaped through manipulation check to ensure participants understand the manipulation provided. Meanwhile, this research was found that sales price with reference price information appearance results in higher intention to like, comment and share than sales price without reference price information. Furthermore, this research is proved that intention to like, comment and share have a positive relation with purchase intention.

Keywords: sales price, reference price, engagement, intention to like, intention to comment, intention to share, purchase intention.

Topic: Teknologi Informasi

Link: https://ifory.id/abstract-plain/ymWXbcdQeAJD

Web Format | Corresponding Author (Gancar Candra Premananto)