Pengaruh Harga Terhadap Keputusan Pembelian Produk Hampers Melalui Sikap Konsumen

This study aims to analyze the effect of price on the purchasing decision of hampers with consumer attitude as a mediating variable. The research employed a quantitative approach by distributing questionnaires to 65 Generation Z respondents who are hampers buyer. Data analysis was carried out using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results reveal that price does not have a significant direct effect on purchasing decisions, yet it has a positive and significant effect on consumer attitude. Furthermore, consumer attitude was found to have a positive and significant effect on purchasing decisions. These findings demonstrate that consumer attitude fully mediates the relationship between price and purchasing decisions of hampers, indicating that price can influence purchase decisions only when it first shapes a positive attitude within consumers. This study highlights the importance of marketing strategies that emphasize the development of consumer perceptions and experiences rather than focusing solely on pricing strategies.