EFFECT OF LOW-PRICE AND HIGH-PRICE PRODUCTSTHE DEPTH OF THE PROMOTION OPTIONS ON MESSAGE FRAMINGAND NOMINAL PERCENTAGE DISCOUNT

This research aims to analyze the effect of low-price and high-price products as well as the depth of the promotion (low-depth and high-depth) of message options a nominal and percentage discount on framing. With a choice of messages a nominal and percentage discount framing is not appropriate on the low-price and high-price products as well as the depth of the promotion will lower consumer buying interest. This is divided into two research studies, namely studies 1 test the influence of low-price products and high-price products to the discount percentage framing messages option and nominal with 31 sample. Use laboratory experiments and data processing using multinomial logit with chi-square test. Study 2 tested the influence of the depth of the campaign against the selection of message framing and a nominal percentage with 41 sample. Use laboratory experiments and data processing using multinomial logit with chi-square test. Research findings indicate how low-price products (AMDK) and high-price products (smartphone) affect consumers’ choice of message framing and a nominal percentage discount and how the depth of promotions (smartphone) influencing consumer choice of message framing and a nominal percentage.