Yasri Yasri, Perengki Susanto, Mohammad Enamul Hoque, Mia Ayu Gusti
Price perception; Appearance; Brand preference; Experience; Repurchase; Management; Industry management; Marketing; Consumer attitude; Family business. © 2020 The Authors; The study examines the effect of price perception and price appearance on Gen Y's repurchase intention towards snack products of small and medium-sized enterprises (SMEs), along with the mediating roles of consumers' brand experience and preference. A survey method for data collection in the study used with a structured questionnaire, in which the respondents were requested to give their responses to the experiment conducted on local specialty snack products produced by SMEs. Covariance-based structural equation modeling (CB-SEM) was used to analyze the hypothesized relationships in the research model. The findings show that all the direct effects in the proposed model have a significant effect, except for the relationship between price perception and brand preference that there is no significant effect. Similarly, the mediating roles of consumer brand experience and consumer-based brand preference proved to have a significant effect. Finally, the implications of this study will be discussed further. © 2020 The Authors
Department of Management, Faculty of Economics, Universitas Negeri Padang, Indonesia; UKM-Graduate School of Business, Universiti Kebangsaan Malaysia, UKM Bangi, 43600, Selangor Darul Ehsan, Malaysia; Department of Economics, Faculty of Economics, Universitas Negeri Padang, Indonesia
