The Influence of Discount Framing Towards Brand Reputation and Brand Image on Purchase Intention and Purchase Decision (Study on Beauty Haul Website)

This research is a type of quantitative research on users of the Beauty Haul Website online shopping application. The title of this research is “The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intentions and Purchase Decisions (Study on Beauty Haul Website Users).” This study aims to analyze the influence of discount framing variables, brand reputation, and brand image on the Beauty Haul Website purchase intentions and purchase decisions. The population in this research are Beauty Haul Website users who are at least 18 years old and have made purchases on the Beauty Haul Website. The measurement variables in this study used a Likert scale and hypothesis testing using Structural Equational Modeling (SEM). Based on the results of the research, the majority of Beauty Haul Website users are aged 18-25 years with female gender, dominated by students with a shopping frequency of 1 time, an average shopping of IDR 101,000 - IDR 250,000, the types of products they usually buy are skincare and with discount. The results showed that: (1) Discount framing has a positive influence on brand reputation (2) Discount framing has a positive influence on brand image (3) Brand reputation has a positive influence on brand image (4) Brand reputation has no influence on purchase intention (5) Brand image positive influence on purchase intention (6) Purchase intention has a positive influence on purchase decision (7) Brand reputation does not mediate discount framing on purchase intention (8) Brand image mediates discount framing on purchase intention. The implication of this research is to increase purchase intention and purchase decision, and the Beauty Haul Website must provide consistent discounts and good service. Beauty Haul Website must also offer innovations such as using “K-pop” idols as brand ambassadors to improve brand reputation and brand image according to the current student preferences