The role of discount framing, brand reputation and brand image on purchase intention

Abstract

This research aims to analyze the influence of Discount Framing, Brand Reputation and Brand Image on Purchase Intention (study of Zalora user in Padang City). The population in this study were people who have interested to purchased or used a product of Zalora in Padang City. This research involved 198 respondents as samples. Data collection was carried out by distributing online questionnaires, and data was processed using SmartPLS software. The findings of this research indicate that (1) Discount Framing has a positive and significant effect on Purchase Intention (2) Brand Reputation has a positive and significant effect on Purcahse Intention (3) Brand Image has a positive and significant effect on Purchasa Intention.