Pengaruh Green Price Perception dan Digital Price Perception terhadap Brand Reputation dan Brand Image AVOSKIN di Jabodetabek

Abstract

Perubahan preferensi konsumen di industri skincare menunjukkan meningkatnya perhatian terhadap keberlanjutan dan transparansi digital, sehingga strategi harga turut memengaruhi reputasi dan citra merek. Penelitian ini menganalisis pengaruh green price perception dan digital price perception terhadap brand reputation serta implikasinya terhadap brand image AVOSKIN di Jabodetabek. Penelitian menggunakan metode kuantitatif dengan 250 responden dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa green price perception dan digital price perception berpengaruh positif dan signifikan terhadap brand reputation dan brand image. Digital price perception memiliki pengaruh yang lebih kuat terhadap brand reputation, sedangkan green price perception sedikit lebih berpengaruh terhadap brand image. Brand reputation juga terbukti berpengaruh paling kuat terhadap brand image, sehingga berperan sebagai mediator utama. Temuan ini menegaskan pentingnya strategi harga berkelanjutan dan transparan untuk memperkuat posisi merek di pasar.

Changes in consumer preferences within the skincare industry indicate increasing concern for sustainability and digital transparency, positioning pricing strategies as determinants of both brand reputation and brand image. This study examines the influence of green price perception and digital price perception on brand reputation and their implications for brand image of AVOSKIN in the Jabodetabek region. The research applies a quantitative approach with 250 respondents and is analyzed using SEM-PLS. The results show that green price perception and digital price perception each have positive and significant effects on brand reputation and brand image. Digital price perception exhibits a stronger influence on brand reputation, whereas green price perception shows a slightly greater impact on brand image. Furthermore, brand reputation demonstrates the strongest effect on brand image, functioning as the primary mediating variable. These findings underscore the importance of sustainable and transparent pricing strategies in strengthening brand positioning within a competitive skincare market.