Pengaruh Ergonomic, Product Display, Brand Image dan Product Knowledge terhadap Purhase Intention sepatu Aerostreet dengan Price Discount sebagai Variabel Moderasi dengan metode SEM di Indonesia

Willy Alfredo Purba, Minto Waluyo

Abstract


This study aims to examine how the influence of ergonomics, product display, brand image, and product knowledge on purchase intentions and to explain the moderating effect of price discounts on ergonomic influences, product appearance, brand image, and product knowledge on purchase intentions of Aerostreet shoes. The sample used is 100 respondents with a purposive sampling method. Data was collected by distributing questionnaires via google forms using a Likert scale to measure 20 indicators. The research was conducted using the SEM method. The results of the study show that ergonomics, product display and brand image have no significant effect on purchase intention. Price discount is not able to moderate the effect of ergonomics, product display and brand image on purchase intention. While the product knowledge variable is excluded from the model structure because it produces multicollinearity which means there is a significant relationship between exogenous variables.

Keywords


ergonomic, product display, brand image, product knowledge, purchase intention

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.1389

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