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Procedia Computer Science 161 (2019) 851–858
The Fifth Information Systems International Conference 2019
The Influence of Discount Framing towards Brand Reputation and

Brand Image on Purchase Intention and Actual Behaviour in e-
commerce
Fanni Agmeka, Ruhmaya Nida Wathoni, Adhi Setyo Santoso*
President University, Cikarang 17550, Indonesia
Abstract
In e-commerce context, there are many implementations of discount framing that have effect toward brand reputation as well as
brand image. The latter two constructs have been noted to affect consumer purchase intention and actual behaviour. However,
there are limited studies that examine the relationship between discount framing consumer purchase intention and actual
behaviour. Therefore, the objective of this study is to examine the impact of discount framing towards consumer’s purchase
intention and actual behaviour that may mediated by brand reputation as well as brand image. The researchers conducted a
quantitative study with 307 valid sample data from the respondents in Greater Jakarta Area who have ever made purchases in
Lazada, a leading e- commerce in Indonesia. The research results show that the path for discount framing in influencing purchase
intention and actual behaviour depends on both brand reputation and brand image.
© 2019 The Authors. Published by Elsevier B.V.
This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-review under responsibility of the scientific committee of The Fifth Information Systems International Conference 2019.
Keywords: discount framing; brand reputation; brand image; purchase intention; actual behaviour
1. Introduction
The growth of e-commerce market in Indonesia had increased 17% in the past recent years that makes Indonesia
become a potential market in digital business. This fact is important because it enables the seller to expand the trading
* Corresponding author. Tel.: +62-21-891-097-62.

E-mail address: adhi.setyo@president.ac.id
1877-0509 © 2019 The Authors. Published by Elsevier B.V.

This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-review under responsibility of the scientific committee of The Fifth Information Systems International Conference 2019.
10.1016/j.procs.2019.11.192
2 Fanni Agmeka et al. / Procedia Computer Science 161 (2019) 851–858
1.1. Measurement
The measurement indicators of each variable was adapted and assembled from previous related research. In the
face validity process, the researcher ask five people who are familiar with e-commerce purchase transaction to
explain their perception about the questioner. This questionnaire use two different languages, Bahasa and English.
The questionnaire was measured by using Seven-Point Likert scale to be a decent balance between positive and
negative response. The scales are ranging from strongly disagree, disagree, somewhat disagree, neither agree or
disagree, somewhat agree, agree, and to strongly agree. Each of latent variable in this study use the questionnaire as
measurement indicators adapted from previous study presented in Table 1.
To test the validity of the data this research used factor analysis to measure the variable of the theoretical
framework and identify which data were valid or invalid. The researcher evaluates the Kaiser-Meyer-Olkin (KMO)
with value criteria greater than 0.5 and followed by Bartlett’s test with value criteria lower than 0.05 as to determine
the significance of the validity. The value criteria of Anti-Images Matrices should be greater than 0.5 as well for the
communalities of the data, the percentage of Total Variance Explained should greater or equal than 60%, and the
value criteria of Component Matrix should be greater than 0.5. After the validity test was finished, the reliability test
was conducted by using all valid. In order to determine the reliability, the data should be fulfilling the value criteria
of Cronbach’s alpha (α) that should be greater than 0.6.
Table 1. Measurement Indicators.
Construct Measurement Indicators
Purchase Intention - I have intention to buy product from Lazada.

- It is likely that I will visit Lazada when doing online shopping.
- I intend to keep purchasing product by online through Lazada.

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Available online at www.sciencedirect.

The Fifth Information Systems International Conference 2019

The Influence of Discount Framing towards Brand Reputation and

* Corresponding author. Tel.: +62-21-891-097-62.

1877-0509 © 2019 The Authors. Published by Elsevier B.V.

Table 1. Measurement Indicators.

Construct Measurement Indicators

Purchase Intention - I have intention to buy product from Lazada.

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