IMPLICATIONS OF PRICE CONSCIOUSNESS AND PRODUCT QUALITY ON IPHONE USERS' PURCHASE INTENTION: THE ROLE OF SALE PRONENESS AS A MEDIATION FACTOR

Authors

  • Thoriqotul A'iniyah Dian Nuswantoro University
  • Yohan Wismantoro Universitas Dian Nuswantoro, Indonesia
  • Mahmud Mahmud Universitas Dian Nuswantoro, Indonesia
  • Piji Pakarti Universitas Dian Nuswantoro, Indonesia

Keywords:

Price Consciousness, Product Quality, Sale Proneness, Purchase Intention

Abstract

The iPhone is a premium smartphone product that has a higher price than competing brands So not everyone can afford it. Therefore, someone who wants to use an iPhone can find ways to get the product at a cheaper price. This study was conducted to determine the extent to which price consciousness and product quality contribute to purchase intentions, as well as the role of sale proneness as a mediating variable. The objects of this study are Generation Z and Millennials who have an interest in the old version of the iPhone. With sample criteria: consumers who buy their own iPhone, live in Semarang City, and are aged 17-44 years. The method used in this study is quantitative, with data collection carried out through questionnaires answered by 144 respondents. The analytical tool used in this study is SmartPLS software. The results of this study indicate that price consciousness has a positive and significant effect on sale proneness. In addition, product quality is also proven to have a positive and significant effect on sale proneness. Furthermore, both price consciousness and product quality have a positive and significant effect on purchase intention. Meanwhile, sale proneness also has a positive and significant effect on purchase intention. These findings indicate that both price consciousness, product quality, and sale proneness play an important role in shaping consumer purchase intention.

References

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Andriani, Meta. 2016. “Pengaruh Citra Toko , Kualitas Layanan , Citra Merek Private Label , Risiko Yang Dirasakan , Dan Kesadaran Harga Terhadap Minat Pembelian” 9 (1): 73–90.

Arruda-Filho, Emílio J.M., Julianne A. Cabusas, and Nikhilesh Dholakia. 2010. “Social Behavior and Brand Devotion among IPhone Innovators.” International Journal of Information Management 30 (6): 475–80. https://doi.org/10.1016/j.ijinfomgt.2010.03.003.

Büyükdağ, Naci, Ayşe Nur Soysal, and Olgun Ki̇tapci. 2020. “The Effect of Specific Discount Pattern in Terms of Price Promotions on Perceived Price Attractiveness and Purchase Intention: An Experimental Research.” Journal of Retailing and Consumer Services 55. https://doi.org/10.1016/j.jretconser.2020.102112.

Cakici, A. Celil, and Sena Tekeli. 2022. “The Mediating Effect of Consumers’ Price Level Perception and Emotions towards Supermarkets.” European Journal of Management and Business Economics 31 (1): 57–76. https://doi.org/10.1108/EJMBE-12-2020-0344.

Çavuşoğlu, Sinan, Bülent Demirağ, and Yakup Durmaz. 2020. “Investigation of the Effect of Hedonic Shopping Value on Discounted Product Purchasing.” Review of International Business and Strategy 31 (3): 317–38. https://doi.org/10.1108/RIBS-04-2020-0034.

Chairy, Chairy, Chandra Raharja, Jhanghiz Syahrivar, and Mahjus Ekananda. 2020. “Waste Not: Selling near-Expired Bread in Indonesia.” International Review on Public and Nonprofit Marketing 17 (4): 391–407. https://doi.org/10.1007/s12208-020-00253-4.

Chong, Shyue Chuan, Chin Chai Yeow, Choon Wei Low, Pei Yew Mah, and Diep Thanh Tung. 2022. “Non-Muslim Malaysians’ Purchase Intention towards Halal Products.” Journal of Islamic Marketing 13 (8): 1751–62. https://doi.org/10.1108/JIMA-10-2020-0326.

Dodanwala, Kavisha Lashindri, and Sandun Weerasekera. 2023. “The Impact of Westernisation on the Purchase Intention of Cruelty-Free Products: A Study Based on the Sri Lankan Cosmetic Market.” South Asian Journal of Marketing. https://doi.org/10.1108/sajm-01-2023-0006.

Faruk, Anıl Konuk. 2015. “The Effects of Price Consciousness and Sale Proneness on Purchase Intention towards Expiration Date-Based Priced Perishable Foods.” British Food Journal 117 (2): 793–804.

France, Cassandra, Debra Grace, Joseph Lo Iacono, and Joan Carlini. 2020. “Exploring the Interplay between Customer Perceived Brand Value and Customer Brand Co-Creation Behaviour Dimensions.” Journal of Brand Management 27 (4): 466–80. https://doi.org/10.1057/s41262-020-00194-7.

Hadi, Antonius Satria. 2021. “The Influence of Product Attribute, Promotion Mix, Distribution Channel, and Price toward Repurchase Intention on IPhone.” Asian Management and Business Review 1 (2): 95–104. https://doi.org/10.20885/ambr.vol1.iss2.art2.

Hähnchen, Anjulie, and Bernhard Baumgartner. 2020. “The Impact of Price Bundling on the Evaluation of Bundled Products: Does It Matter How You Frame It?” Schmalenbach Business Review 72 (1): 39–63. https://doi.org/10.1007/s41464-020-00082-2.

Iriani, Sri Setyo, Christin Susilowati, Dian Anita Nuswantara, Dwiarko Nugrohoseno, Pharatt Run, and Reynaldi Dwi Junianta. 2024. “Reducing Food Waste: How to Stimulate Purchase Intention of Expiration Date-Based Priced?” E3S Web of Conferences 513. https://doi.org/10.1051/e3sconf/202451304003.

Islam, Md. Monirul, and Fathema Farjana Hani. 2021. “Hopes and Reality: Consumers’ Purchase Intention towards Whitening Cream.” Future Business Journal 7 (1): 1–12. https://doi.org/10.1186/s43093-021-00098-1.

Lichtenstein, Donald R., Peter H. Bloch, and William C. Black. 1988. “Correlates of Price Acceptability.” Journal of Consumer Research 15 (2): 243. https://doi.org/10.1086/209161.

Meng, Juan. 2011. “Understanding Cultural Influence on Price Perception: Empirical Insights from a SEM Application.” Journal of Product and Brand Management 20 (7): 526–40. https://doi.org/10.1108/10610421111181831.

Moore, Marguerite, and Jason Carpenter. 2006. “The Effect of Price as a Marketplace Cue on Retail Patronage.” Journal of Product and Brand Management 15 (4): 265–71. https://doi.org/10.1108/10610420610679647.

Mukhlish, Mukhlish, and Anindhyta Budiarti. 2022. “Pengaruh Promosi Dan Kualitas Produk Yang Dimediasi Citra Merek Terhadap Keputusan Pembelian.” ECOTECHNOPRENEUR : Journal Economics, Technology And Entrepreneur 1 (01): 82–99. https://doi.org/10.62668/ecotechnopreneur.v1i01.51.

Nouvali, Ivan, Bay Haqi, Suprihatin Ali, Ilmu Administrasi Bisnis, and Universitas Lampung. 2024. “DITINJAU DARI KUALITAS PRODUK , PRICE CONSCIOUSNESS , DAN CUSTOMER REVIEW” 7 (1): 31–40.

Owusu Kwateng, Kwame, Amina Lambert Yobanta, and Kofi Amanor. 2021. “Hedonic and Utilitarian Perspective of Mobile Phones Purchase Intention.” Journal of Contemporary Marketing Science 4 (1): 44–68. https://doi.org/10.1108/jcmars-08-2020-0035.

Qazi, T F, S Muzaffar, A A Khan, and A Basit. 2021. “Offer to Buy: The Effectiveness of Sales Promotional Tools towards Purchase Intention.” Bulletin of Business and Economics 10 (3): 33–42. https://bbejournal.com/index.php/BBE/article/view/97/61.

Saputro, Anggoro Wisnu. 2023. “Pengaruh E-Service Quality Terhadap E-Loyalty Dengan Brand Image Dan E-Satisfcation Sebagai Variabel Mediasi.” Jurnal Ilmiah Manajemen Kesatuan 11 (2): 203–12. https://doi.org/10.37641/jimkes.v11i2.1750.

Sinha, Indrajit, and Rajeev Batra. 1999. “The Effect of Consumer Price Consciousness on Private Label Purchase.” International Journal of Research in Marketing 16 (3): 237–51. https://doi.org/10.1016/s0167-8116(99)00013-0.

Sinha, Somesh Kumar, and Priyanka Verma. 2020a. “Impact of Sales Promotion’s Benefits on Perceived Value: Does Product Category Moderate the Results?” Journal of Retailing and Consumer Services 52 (November 2018): 101887. https://doi.org/10.1016/j.jretconser.2019.101887.

Sulkifli, M., and A. Luthfi. 2022. “The Effect of Prior Experience, Value Consciousness, and Brand Image on Repurchase Intention with Sale Promotion Moderation.” Budapest International Research and Critics Institue-Journal 5 (1): 3467–76.

Terblanche, Nic S., Christo Boshoff, and Debbie Human-Van Eck. 2023. “The Influence of Cause-Related Marketing Campaign Structural Elements on Consumers’ Cognitive and Affective Attitudes and Purchase Intention.” International Review on Public and Nonprofit Marketing 20 (1): 193–223. https://doi.org/10.1007/s12208-022-00338-2.

Viorentina, Dinda, and Singgih Santoso. 2023. “Influence of Brand Image, Product Quality, and Lifestyle on Smartphone Purchase Decision in Indonesia.” Expert Journal of Marketing 11 (1): 25–33. http://marketing.expertjournals.com.

Wang, Jianming, Thuy Linh Pham, and Van Thac Dang. 2020. “Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity.” International Journal of Environmental Research and Public Health 17 (3): 1–18. https://doi.org/10.3390/ijerph17030850.

Ye, Nan, Jia Liu, and Meihua Zhou. 2010. “The Effect of Consumer’s Psychological Characteristics on General Deal-Proneness.” 2010 7th International Conference on Service Systems and Service Management, Proceedings of ICSSSM’ 10, 761–65. https://doi.org/10.1109/ICSSSM.2010.5530142.

Yimer, Ahmed Mohammed, Tsadiku Setegne Dessie, Seid Hussein Oumer, and Mohammed Yimam Ali. 2023. “Factors Influencing Consumers Purchase Intention during Covid-19 Pandemic in the Case of Dessie Town, Ethiopia.” Future Business Journal 9 (1). https://doi.org/10.1186/s43093-023-00238-9.

Zolfagharian, Mohammadali, Fei L. Weisstein, and A. Fuat Firat. 2017. “Price: Meanings and Significance.” Review of Marketing Research 14: 161–74. https://doi.org/10.1108/S1548-643520170000014011.

Alford, Bruce L., and Abhijit Biswas. 2002. “The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intention.” Journal of Business Research 55 (9): 775–83. https://doi.org/10.1016/S0148-2963(00)00214-9.

Andriani, Meta. 2016. “Pengaruh Citra Toko , Kualitas Layanan , Citra Merek Private Label , Risiko Yang Dirasakan , Dan Kesadaran Harga Terhadap Minat Pembelian” 9 (1): 73–90.

Arruda-Filho, Emílio J.M., Julianne A. Cabusas, and Nikhilesh Dholakia. 2010. “Social Behavior and Brand Devotion among IPhone Innovators.” International Journal of Information Management 30 (6): 475–80. https://doi.org/10.1016/j.ijinfomgt.2010.03.003.

Büyükdağ, Naci, Ayşe Nur Soysal, and Olgun Ki̇tapci. 2020. “The Effect of Specific Discount Pattern in Terms of Price Promotions on Perceived Price Attractiveness and Purchase Intention: An Experimental Research.” Journal of Retailing and Consumer Services 55. https://doi.org/10.1016/j.jretconser.2020.102112.

Cakici, A. Celil, and Sena Tekeli. 2022. “The Mediating Effect of Consumers’ Price Level Perception and Emotions towards Supermarkets.” European Journal of Management and Business Economics 31 (1): 57–76. https://doi.org/10.1108/EJMBE-12-2020-0344.

Çavuşoğlu, Sinan, Bülent Demirağ, and Yakup Durmaz. 2020. “Investigation of the Effect of Hedonic Shopping Value on Discounted Product Purchasing.” Review of International Business and Strategy 31 (3): 317–38. https://doi.org/10.1108/RIBS-04-2020-0034.

Chairy, Chairy, Chandra Raharja, Jhanghiz Syahrivar, and Mahjus Ekananda. 2020. “Waste Not: Selling near-Expired Bread in Indonesia.” International Review on Public and Nonprofit Marketing 17 (4): 391–407. https://doi.org/10.1007/s12208-020-00253-4.

Chong, Shyue Chuan, Chin Chai Yeow, Choon Wei Low, Pei Yew Mah, and Diep Thanh Tung. 2022. “Non-Muslim Malaysians’ Purchase Intention towards Halal Products.” Journal of Islamic Marketing 13 (8): 1751–62. https://doi.org/10.1108/JIMA-10-2020-0326.

Dodanwala, Kavisha Lashindri, and Sandun Weerasekera. 2023. “The Impact of Westernisation on the Purchase Intention of Cruelty-Free Products: A Study Based on the Sri Lankan Cosmetic Market.” South Asian Journal of Marketing. https://doi.org/10.1108/sajm-01-2023-0006.

Faruk, Anıl Konuk. 2015. “The Effects of Price Consciousness and Sale Proneness on Purchase Intention towards Expiration Date-Based Priced Perishable Foods.” British Food Journal 117 (2): 793–804.

France, Cassandra, Debra Grace, Joseph Lo Iacono, and Joan Carlini. 2020. “Exploring the Interplay between Customer Perceived Brand Value and Customer Brand Co-Creation Behaviour Dimensions.” Journal of Brand Management 27 (4): 466–80. https://doi.org/10.1057/s41262-020-00194-7.

Hadi, Antonius Satria. 2021. “The Influence of Product Attribute, Promotion Mix, Distribution Channel, and Price toward Repurchase Intention on IPhone.” Asian Management and Business Review 1 (2): 95–104. https://doi.org/10.20885/ambr.vol1.iss2.art2.

Hähnchen, Anjulie, and Bernhard Baumgartner. 2020. “The Impact of Price Bundling on the Evaluation of Bundled Products: Does It Matter How You Frame It?” Schmalenbach Business Review 72 (1): 39–63. https://doi.org/10.1007/s41464-020-00082-2.

Iriani, Sri Setyo, Christin Susilowati, Dian Anita Nuswantara, Dwiarko Nugrohoseno, Pharatt Run, and Reynaldi Dwi Junianta. 2024. “Reducing Food Waste: How to Stimulate Purchase Intention of Expiration Date-Based Priced?” E3S Web of Conferences 513. https://doi.org/10.1051/e3sconf/202451304003.

Islam, Md. Monirul, and Fathema Farjana Hani. 2021. “Hopes and Reality: Consumers’ Purchase Intention towards Whitening Cream.” Future Business Journal 7 (1): 1–12. https://doi.org/10.1186/s43093-021-00098-1.

Lichtenstein, Donald R., Peter H. Bloch, and William C. Black. 1988. “Correlates of Price Acceptability.” Journal of Consumer Research 15 (2): 243. https://doi.org/10.1086/209161.

Meng, Juan. 2011. “Understanding Cultural Influence on Price Perception: Empirical Insights from a SEM Application.” Journal of Product and Brand Management 20 (7): 526–40. https://doi.org/10.1108/10610421111181831.

Moore, Marguerite, and Jason Carpenter. 2006. “The Effect of Price as a Marketplace Cue on Retail Patronage.” Journal of Product and Brand Management 15 (4): 265–71. https://doi.org/10.1108/10610420610679647.

Mukhlish, Mukhlish, and Anindhyta Budiarti. 2022. “Pengaruh Promosi Dan Kualitas Produk Yang Dimediasi Citra Merek Terhadap Keputusan Pembelian.” ECOTECHNOPRENEUR : Journal Economics, Technology And Entrepreneur 1 (01): 82–99. https://doi.org/10.62668/ecotechnopreneur.v1i01.51.

Nouvali, Ivan, Bay Haqi, Suprihatin Ali, Ilmu Administrasi Bisnis, and Universitas Lampung. 2024. “DITINJAU DARI KUALITAS PRODUK , PRICE CONSCIOUSNESS , DAN CUSTOMER REVIEW” 7 (1): 31–40.

Owusu Kwateng, Kwame, Amina Lambert Yobanta, and Kofi Amanor. 2021. “Hedonic and Utilitarian Perspective of Mobile Phones Purchase Intention.” Journal of Contemporary Marketing Science 4 (1): 44–68. https://doi.org/10.1108/jcmars-08-2020-0035.

Qazi, T F, S Muzaffar, A A Khan, and A Basit. 2021. “Offer to Buy: The Effectiveness of Sales Promotional Tools towards Purchase Intention.” Bulletin of Business and Economics 10 (3): 33–42. https://bbejournal.com/index.php/BBE/article/view/97/61.

Saputro, Anggoro Wisnu. 2023. “Pengaruh E-Service Quality Terhadap E-Loyalty Dengan Brand Image Dan E-Satisfcation Sebagai Variabel Mediasi.” Jurnal Ilmiah Manajemen Kesatuan 11 (2): 203–12. https://doi.org/10.37641/jimkes.v11i2.1750.

Sinha, Indrajit, and Rajeev Batra. 1999. “The Effect of Consumer Price Consciousness on Private Label Purchase.” International Journal of Research in Marketing 16 (3): 237–51. https://doi.org/10.1016/s0167-8116(99)00013-0.

Sinha, Somesh Kumar, and Priyanka Verma. 2020a. “Impact of Sales Promotion’s Benefits on Perceived Value: Does Product Category Moderate the Results?” Journal of Retailing and Consumer Services 52 (November 2018): 101887. https://doi.org/10.1016/j.jretconser.2019.101887.

Sulkifli, M., and A. Luthfi. 2022. “The Effect of Prior Experience, Value Consciousness, and Brand Image on Repurchase Intention with Sale Promotion Moderation.” Budapest International Research and Critics Institue-Journal 5 (1): 3467–76.

Terblanche, Nic S., Christo Boshoff, and Debbie Human-Van Eck. 2023. “The Influence of Cause-Related Marketing Campaign Structural Elements on Consumers’ Cognitive and Affective Attitudes and Purchase Intention.” International Review on Public and Nonprofit Marketing 20 (1): 193–223. https://doi.org/10.1007/s12208-022-00338-2.

Viorentina, Dinda, and Singgih Santoso. 2023. “Influence of Brand Image, Product Quality, and Lifestyle on Smartphone Purchase Decision in Indonesia.” Expert Journal of Marketing 11 (1): 25–33. http://marketing.expertjournals.com.

Wang, Jianming, Thuy Linh Pham, and Van Thac Dang. 2020. “Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity.” International Journal of Environmental Research and Public Health 17 (3): 1–18. https://doi.org/10.3390/ijerph17030850.

Ye, Nan, Jia Liu, and Meihua Zhou. 2010. “The Effect of Consumer’s Psychological Characteristics on General Deal-Proneness.” 2010 7th International Conference on Service Systems and Service Management, Proceedings of ICSSSM’ 10, 761–65. https://doi.org/10.1109/ICSSSM.2010.5530142.

Yimer, Ahmed Mohammed, Tsadiku Setegne Dessie, Seid Hussein Oumer, and Mohammed Yimam Ali. 2023. “Factors Influencing Consumers Purchase Intention during Covid-19 Pandemic in the Case of Dessie Town, Ethiopia.” Future Business Journal 9 (1). https://doi.org/10.1186/s43093-023-00238-9.

Zolfagharian, Mohammadali, Fei L. Weisstein, and A. Fuat Firat. 2017. “Price: Meanings and Significance.” Review of Marketing Research 14: 161–74. https://doi.org/10.1108/S1548-643520170000014011.

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Published

2025-11-29

How to Cite

Thoriqotul A’iniyah, Wismantoro, Y., Mahmud, M., & Pakarti, P. (2025). IMPLICATIONS OF PRICE CONSCIOUSNESS AND PRODUCT QUALITY ON IPHONE USERS’ PURCHASE INTENTION: THE ROLE OF SALE PRONENESS AS A MEDIATION FACTOR. Jurnal Manajemen Dan Dinamika Bisnis (JMDB), 4(2), 28–49. Retrieved from https://publikasi.dinus.ac.id/JMDB/article/view/15018

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Vol. 4 No. 2 (2025): JMDB (Jurnal Manajemen dan Dinamika Bisnis)

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