The Effect of Packaging and Prices on Intention to Buy with the Moderation of Income and Store Image

Andreas Ari Sukoco, Sony Heru Priyanto, John J. O. I. Ihalauw, Antonius Surjo Abdi

2019

Abstract

This study aims to analyze the influence of packaging and prices on the intention to buy private label products with moderating income and store image. This research was conducted in the Special Region of Yogyakarta. Respondents taken were consumers who shop at outlets that have private labels with diverse socioeconomic and demographic backgrounds. The sampling method uses the non-probability sampling technique, namely convenience sampling — data analysis using Structural Equation Modeling (SEM). The results of the study indicate that packaging and prices have a significant influence on purchase intention. Income moderates the effect of prices on buying intentions in a negative direction, and the image of a store moderate the effect of prices with purchase intention in a positive direction.

Paper Citation

in Harvard Style

Sukoco A., Priyanto S., Ihalauw J. and Abdi A. (2019). The Effect of Packaging and Prices on Intention to Buy with the Moderation of Income and Store Image.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 304-313. DOI: 10.5220/0009965303040313

in Bibtex Style

@conference{icbeem19,
author={Andreas Ari Sukoco and Sony Heru Priyanto and John J. O. I. Ihalauw and Antonius Surjo Abdi},
title={The Effect of Packaging and Prices on Intention to Buy with the Moderation of Income and Store Image},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2019},
pages={304-313},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009965303040313},
isbn={978-989-758-471-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - The Effect of Packaging and Prices on Intention to Buy with the Moderation of Income and Store Image
SN - 978-989-758-471-8
AU - Sukoco A.
AU - Priyanto S.
AU - Ihalauw J.
AU - Abdi A.
PY - 2019
SP - 304
EP - 313
DO - 10.5220/0009965303040313