Open AccessSTUDI EKSPLORATORI REFERENCE PRICE DAN FAKTOR YANG BERPERAN DALAM KEPUTUSAN KONSUMEN TENTANG HARGA
Author(s) -
Dudi Anandya
Publication year - 2005
Publication title -
manajemen dan bisnis/manajemen dan bisnis
Language(s) - English
Resource type - Journals
eISSN - 2477-1783
pISSN - 1412-3789
DOI - 10.24123/jmb.v4i2.91
Subject(s) - reference price , margin (machine learning) , product (mathematics) , economics , mid price , relative price , law of one price , microeconomics , price level , computer science , monetary economics , mathematics , geometry , machine learning
In Marketing Mix, Price usually consider as cost plus margin, but actually consumer develop more complicated thinking pattern when make decision about price. Prior study has reveal that consumer judge price base on reference price rather than actual price. This reference price classified into internal and external reference price. In this research the author try to broadening the theory using exploratory study to show that consumer not only comparing price in the same category, but also compare to complementary product. The result show that external reference price plays a dominant role in consumer decision