| dc.description.abstract | The large number of internet users supports the increase in electronic commerce or
e-commerce in Indonesia. One of the e-commerce that has many enthusiasts and
dominates the market in Indonesia is Shopee. The purpose of this research is to
examine the impact of discount framing on consumer buying interest which is
mediated by brand reputation and brand image. Data collection in this study was
carried out using the Google form and questionnaires distributed online. The
methodology applied uses a quantitative approach with a purposive sampling
technique. Researchers conducted a quantitative study with 170 samples of valid
data obtained from respondents in Indonesia who are Shopee e-commerce users.
Data management uses SPSS and PLS-SEM (smartPLS) applications. The variables
used in this research are discount framing, brand reputation, brand image, and
purchase intention. The results of this study state that discount framing has a
positive effect on brand reputation and brand image on consumer buying interest. | en_US |
