Nurainun, Jasman J. Ma'ruf, Mirza Tabrani, M. Shabri Abd Majid
The research objectives are to identify and analyse the effects of non-monetary promotional frames, which are extra content, extra products, and prizes, on the intention of buying. Perceptions of transaction value and promotional offers which can be trusted as a mediator variable. These promotional frames are applied to hedonic products i.e. desirable expensive famous brand cosmetics. In addition, promotional frames are also applied to unknown products. There is a brand created specifically for this research as a comparator. From several pre-tests conducted in a preliminary study it was decided that perfume products were to be the objects in this research. In addition, it also tests product attraction, gift suitability with promoted products, and equality of promotion value as well as promotion frame credibility. The research design used in Convention studies is the experimental design of the experimental laboratory in the form of 3x2 between subject factorial designs. Participants participating in the study were homemakers and professionals. One Way ANOVA is used to analyse differences in influences from non-monetary promotional frames on each variable, and ANCOVA is used to test the mediation effect of the transaction value variables and the promotional bids that can be trusted.. The results found that there were differences in the influence of three promotional frames i.e. extra content, extra products, and prizes on the intention of buying but only for famous brand perfume products. Whereas unknown brand perfume products were found to have difference influence buying intent but not significant. On variable perception transaction, value found difference of influence from non-monetary promotion frame both to famous product and to unknown product. But the mediation effect of the transaction value and the reliable promotional offer on the purchase intention only occur in the brand of famous cosmetic brands. © 2020 Primrose Hall Publishing Group.
Doctoral Program student of Management Science, Universitas Syiah Kuala Banda Aceh and Lecturer of Economic and Business Faculty, Universitas Malikussaleh, Indonesia; Lecturers at Program in Management Science Universitas Syiah Kuala, Banda Aceh, Indonesia
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