The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce

In e-commerce context, there are many implementations of discount framing that have effect toward brand reputation as well as brand image. The latter two constructs have been noted to affect consumer purchase intention and actual behaviour. However, there are limited studies that examine the relationship between discount framing consumer purchase intention and actual behaviour. Therefore, the objective of this study is to examine the impact of discount framing towards consumer’s purchase intention and actual behaviour that may mediated by brand reputation as well as brand image. The researchers conducted a quantitative study with 307 valid sample data from the respondents in Greater Jakarta Area who have ever made purchases in Lazada, a leading e-commerce in Indonesia. The research results show that the path for discount framing in influencing purchase intention and actual behaviour depends on both brand reputation and brand image.