The Impact of Competitive Prices, Brand Image, and Self Image-Congruence on Online Purchase Intention of Rejuve Cold-Pressed Juice (Study During the Pandemic Period in Jakarta

Abstract

ABSTRACT This study aims to growing interest among marketers to improving an online purchase intention by using competitive prices, brand-image, and self-image congruence variables. The convenience sample data were collected from an unknown population of Jakarta citizen who consumed Rejuve ColdPressed Juice Products. Data were analyzed using AMOS SEM Software. The findings demonstrate the significant impacts of competitive prices on online purchase intention. The research findings resulted in a complete significant brand image to self-image congruence. And self-image congruence shows a positively impact to online purchase intention. This study is evidence for the application of SelfCongruity Theory. The possibility of enhancing a competitive price, brand image, and self-image congruence would be a strategic process for achieving any level of online purchase intention towards creating and sustaining number of sales during pandemic covid-19. The originality of this study is the concept of how competitive prices, brand image, and self-image congruence on online platform will ultimately enhance consumer online purchase intentions. And also, in research conclusions provide managerial implications for marketing practitioners