PENGARUH PRICE DISCOUNT FRAMING DAN NEED FOR COGNITION TERHADAP ATTITUDE DAN INTENTION KONSUMEN DALAM MEMBELI TIKET KONSER MUSIK (STUDI KASUS PADA KONSER MUSIK HARMONICA 2016)

Abstract

This study aims to determine the effect of framing the discount price
and need for cognition on consumer attitudes and intentions in buying
tickets for a concert. This type of research is an experimental research.
Participants in this study were 200 people who had bought tickets for
music concerts that is divided to four experimental group . The primary
data used in this study were collected through questionnaires. MANOVA
used to test the effect of independent variables of the study (price
discount of framing and need for cognition) on the dependent variable
of the study (attitudes and intentions of consumers in buying).
The conclusion that can be drawn from the results of this study are
price discount framing no effect on attitudes and intentions in buying
tickets for a concert, need for cognition influence the attitudes and
intentions of consumers in buying tickets for a concert and there is no
interaction between the discount price of framing and need for cognition
on the attitudes and intentions of consumers in buying tickets for a
concert. Therefore, it is important for a marketer to pay attention on
messages  framing in an ad discounts in order to influence the attitudes
and intentions of consumers. In addition, marketers are also required to
be more selective in entering information into a message and adapt the
content of message to the characteristics of consumers to convince
consumers in improving attitudes and intentions.Keywords: Price Discount Framing, Need for Cognition, Attitude,
Intention, Music Concert