Price Discount Framing: How it Can Increase the Purchase Intention?

The high level of competition makes companies compete to retain and win the market competition, one strategies are granting price discounts. This was an experimental study that aims analyze differences between males females' intention for online purchase by given discount framing conditions, namely percentage saving absolute saving. participants in this were 80 participants. since it involved symptoms had be investigated. design a 2X2 factorial design. A case questionnaire used data collection. analyzed using 2-ways ANOVA statistical analysis. reveals (1) there is difference those condition condition, (2) females. consumers have different assumptions about two types even though they both same meaning. should concern retailers providing sales promotions, especially discounts because based on results found with savings slightly stronger effect than