The effect of price level and price sensitivity on store price image and repurchase intentions in Starbucks Senayan City Mall
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Institusion
Universitas Pelita Harapan
Author
Safriadi, Anggari Candratia Ratu
Christania, Candice
Karenhapukh, Praise
Christania, Candice
Karenhapukh, Praise
Subject
HD28 Management. Industrial Management
Datestamp
2021-08-30 08:52:08
Abstract :
This study aimed to investigate the impact of store price image on repurchase intentions in Starbucks Senayan City Mall. The moderating effects of price level and price sensitivity were also analyzed. 306 responses were collected. Partial least squares-structural equation modeling (PLS-SEM) was used, supported by SmartPLS 3.2.8. The results showed that store price image positively impacted on customer repurchase intentions in Starbucks Senayan City Mall; high price level did not moderate this relationship; low price sensitivity had a positive moderating effect, while high price sensitivity did not. Theoretical and managerial implications were discussed with suggestions for future research.
This study aimed to investigate the impact of store price image on repurchase intentions in Starbucks Senayan City Mall. The moderating effects of price level and price sensitivity were also analyzed. 306 responses were collected. Partial least squares-structural equation modeling (PLS-SEM) was used, supported by SmartPLS 3.2.8. The results showed that store price image positively impacted on customer repurchase intentions in Starbucks Senayan City Mall; high price level did not moderate this relationship; low price sensitivity had a positive moderating effect, while high price sensitivity did not. Theoretical and managerial implications were discussed with suggestions for future research.
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