Analysis of The Effect of Price and Promotion on Purchase Intention of Yarn with Perceived Quality as a Moderating Variable at PT. Hoja Indonesia
DOI:
https://doi.org/10.30640/jumma45.v4i2.5048Keywords:
Price, Promotion, Purchase Intention, Perceived Quality, Thread ProductsAbstract
This study examines the influence of price and promotion on purchase intention of thread products at PT. Hoja Indonesia, with Perceived Quality as a moderating variable. The textile industry, particularly thread manufacturing, is vital for supporting downstream industries, and understanding consumer behavior is essential for maintaining competitiveness. Using a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) and SmartPLS 4 software, this study employed saturated sampling with 40 respondents, including customers and business partners purchasing thread products from PT. Hoja Indonesia. Both the measurement and structural models were analyzed to assess relationships among price, promotion, perceived quality, and purchase intention. Results indicate that price has a positive but statistically insignificant effect on purchase intention, while price significantly influences perceived quality. Promotion significantly impacts purchase intention but does not affect perceived quality. Perceived quality itself significantly affects purchase intention, highlighting its critical role in shaping consumer behavior. Moderation analysis reveals that perceived quality’s interaction with price and promotion influences purchase intention, though not significantly. These findings suggest that while perceived quality is crucial, its moderating role is limited. Companies should implement integrated marketing strategies that enhance promotional activities and strengthen consumers’ perceptions of product quality. This study contributes to consumer perception-based marketing strategies in the textile sector, particularly for thread products.
References
Aaker, D. A. (1991). Managing brand equity. The Free Press.
Abubakar, A. S., Haron, N. A., Alias, A. H., & Hua, L. T. (2023). Exploring quality dimensions from a construction perspective: A literature review. Jurnal Teknologi (Sciences & Engineering), 85(4), 133–141. https://doi.org/10.11113/jurnalteknologi.v85.19319
Ajzen, I. (2020). The theory of planned behavior: Selected recent advances and applications. In The reasoned action approach (2nd ed.). Psychology Press.
Almira, F., & Prabowo, R. (2021). Judul artikel Almira & Prabowo. Nama Jurnal.
Arikunto, S. (2012). Prosedur penelitian: Suatu pendekatan praktik. Rineka Cipta.
Azam, A. M., & SE, M. M. (2025). Kualitas pelayanan dalam menjamin kepuasan pelanggan. Penerbit Widina.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
Darwin, M., et al. (2021). Pendekatan kuantitatif dalam riset sosial: Analisis dan narasi berbasis angka. Jurnal Penelitian Sosial dan Humaniora, 5(2), 60–72.
Dewi, M., & Kartika, T. (2021). Judul artikel Dewi & Kartika. Nama Jurnal.
Fajrin, M., & Widodo, P. (2020). Judul artikel Fajrin & Widodo. Nama Jurnal.
Ferdinand, A. (2006). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi, tesis, dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
Fishbein, M., & Ajzen, I. (2020). Predicting and changing behavior: The reasoned action approach (2nd ed.). Psychology Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Fure, A. (2013). Strategi pemasaran produk. Graha Ilmu.
Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 65(6), 101–109. https://hbr.org/1987/11/competing-on-the-eight-dimensions-of-quality
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of formative measurement models. Springer. https://doi.org/10.1007/978-3-030-80519-7_5
Hidayat, A., et al. (2019). Judul artikel Hidayat et al. Nama Jurnal.
Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2019). Marketing management (15th ed.). Pearson Education.
Kotler, P., Keller, K. L., & Kartajaya, H. (2024). Marketing for the future: Creating value in a digital world. Pearson Education.
Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing management: First European edition. Pearson Education Limited.
Kusuma, N., & Harjanti, D. (2020). Judul artikel Kusuma & Harjanti. Nama Jurnal.
Listyawati, I. H. (2016). Peran penting promosi dan desain produk dalam membangun minat beli konsumen. Jurnal Bisnis, Manajemen, dan Akuntansi, 3(1).
Lovelock, C., & Wirtz, J. (2020). Services marketing: People, technology, strategy (8th ed.). Pearson Education.
Mulyono, H., & Dewi, N. (2021). Judul artikel Mulyono & Dewi. Nama Jurnal.
Putra, Y., & Ayu, S. (2020). Judul artikel Putra & Ayu. Nama Jurnal.
Putri, D., & Haryanto, A. (2020). Judul artikel Putri & Haryanto. Nama Jurnal.
Rachmawati, N. (2020). Judul artikel Rachmawati. Nama Jurnal.
Rahmawati, D., et al. (2022). Judul artikel Rahmawati et al. Nama Jurnal.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19–30. https://doi.org/10.1108/03090569610106626
Sahir, M. (2022). Metodologi penelitian kuantitatif: Teori dan aplikasi. Deepublish.
Santoso, I., & Madiistriyatno, H. (2021). Metodologi penelitian kuantitatif. Indigo Media.
Saputra, R. (2021). Judul artikel Saputra. Nama Jurnal.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Pearson Prentice Hall.
Schiffman, L. G., & Kanuk, L. L. (2008). Consumer behavior (10th ed.). Pearson Education.
Schiffman, L. G., & Wisenblit, J. L. (2019). Consumer behavior (12th ed.). Pearson Education.
Sugiyono. (2012). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Syahputra, M., & Lestari, D. (2020). Judul artikel Syahputra & Lestari. Nama Jurnal.
Tjiptono, F. (2007). Service, quality, satisfaction. Andi Offset.
Utami, C. W. (2019). Judul artikel Utami. Nama Jurnal.
Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1–15. https://doi.org/10.1509/jmkg.68.4.1.42733
Yunita, E., & Prasetyo, D. (2021). Judul artikel Yunita & Prasetyo. Nama Jurnal.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Mahasiswa Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
