Studi Tentang Peran Persepsi Harga Premi dan Pengalaman Merek Terhadap Minat Mereferensikan Merek
Keywords:
Perceived Price Premium Brand Experience, Brand Reference IntentionAbstract
This paper discusses the effect of perceived premium price and brand experience on brand referral interest. The purpose of this study is to understand how perceived premium prices and brand experience can influence consumer interest in referring brands to others. The method used in this research is quantitative using a questionnaire given to 150 respondents who meet the predetermined criteria. The multiple linear regression technique is a tool for analyzing the data and the results are obtained from using the SPSS program. The results showed that perceived premium price and brand experience significantly affect brand referral interest. Perceived premium price and brand experience are important factors in shaping consumer interest in referring brands. Therefore, companies should pay attention to both factors in their marketing strategy and brand development.
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