ANALISIS ANTESEDEN DARI SENSITIFITAS HARGA PRODUK SEPATU DI JAKARTA
ABSTRACT: This research is
consist of the concepts of how do the consumer involvement, consumer
innovativeness, brand parity and brand loyalty could affecting the price
sensitivity. Questionaires were used as the research instruments to the 150 of
people who wearing shoes with brand “ABC” in Jakarta with using purposive
sampling method and cross sectional data. Structural Equation Modelling (SEM)
analysis system was applied with AMOS software to hypothesized the empirical
data. The result shows that there is a significant effect of the consumer
involvement to the consumer innovativeness positively that can affecting to the
price sensitivity negatively. Brand parity hypothesized proven that it has
affected price sensitivity positively and so brand loyalty affecting the price
sensitivity negatively. For further research, it’s recommended to extend more
objects of study than shoes and add more other variables which are not include
in this research.
Keywords: Involvement,
Consumer innovativeness, Brand parity, Brand loyalty, Price sensitivity, Shoes
Penulis: Willy Arafah
Kode Jurnal: jpmanajemendd100289
