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Discount Framing, NFC, Sikap
Discount Framing, NFC, Sikap
Dosen Pembimbing :
Dian Ari Nugroho, SE,. MM.
Abstract:
This study aims to determine the effect of framing the discount price and need for
cognition on consumer attitudes and intentions in buying tickets for a concert.
This type of research is an experimental research. Participants in this study were
200 people who had bought tickets for music concerts that is divided to four
experimental group . The primary data used in this study were collected through
questionnaires. MANOVA used to test the effect of independent variables of the
study (price discount of framing and need for cognition) on the dependent
variable of the study (attitudes and intentions of consumers in buying).The
conclusion that can be drawn from the results of this study are price discount
framing no effect on attitudes and intentions in buying tickets for a concert, need
for cognition influence the attitudes and intentions of consumers in buying tickets
for a concert and there is no interaction between the discount price of framing
and need for cognition on the attitudes and intentions of consumers in buying
tickets for a concert. Therefore, it is important for a marketer to pay attention on
messages framing in an ad discounts in order to influence the attitudes and
intentions of consumers. In addition, marketers are also required to be more
selective in entering information into a message and adapt the content of message
to the characteristics of consumers to convince consumers in improving attitudes
and intentions.
H3
Sikap (Attitude) H6
H2
Sikap atau attitude berasal
Need For Intention
dari bahasa latin, yaitu apstus yang Cognition
H4
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