ANALYSIS OF DIRECT PREMIUM INFLUENCE ON BRAND ATTITUDES AND CONSUMER BUYING INTENTIONS
Masmira Kurniawati; Tutut Widianto

Faculty of Economics and Business
Universitas Airlangga

Abstract

Competition in automotive industries, particularly in diesel-fueled MPV (Multi Purpose Vehicle) category, is getting higher. This condition requires every company in the automotive industry to intensify their efforts in order to promote their sales volume. Isuzu is one of them. Panther is one of product from Isuzu that is classified into diesel-fueled MPV categories. In order to increase its sales, Isuzu use sales promotion technique in the form of direct premium. Direct premium itself consists of two categories: fit and non fit with the core product. Direct premium is applied in order to create a positive attitude towards the brand that will ultimately affect consumer purchase intention.
This study aims to determine whether there are differences in consumer attitudes toward brand and purchase intention on the application of direct premium fit and non-fit with the core product (Isuzu Panther) and also test whether the attitude toward brand (Isuzu) affects consumer purchase intention on product (Isuzu Panther). This research was conducted using experimental design that focuses on testing hypothesis using One Way ANOVA and simple linear regression using SPSS 21.
The results of this study found that in the case of direct premium applied, there are differences in attitude toward brand and consumer purchase intention. Attitude toward brand in the case of direct fit is higher than non fit (Sig = 0.004; Mean fit: 5,634; Mean non fit: 4,950). Consumer purchase intention in direct fit is higher than non fit (Sig = 0.015; Mean fit: 5.312; Mean non fit: 4575). It is also found that attitude toward brand has positive significant influence on consumer purchase intention (sig = 0.000).

Keywords: Sales Promotion, Direct Premium, Attitude toward Brand, Purchase Intention

Topic: Marketing Management