Pengaruh price image dan brand image terhadap store image perceptions dan purchase intentions pada H&M di Surabaya

Maulana, Muhammad Iqbal (2023) Pengaruh price image dan brand image terhadap store image perceptions dan purchase intentions pada H&M di Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Seiring dengan perkembangan zaman, kondisi persaingan bisnis khususnya di dalam dunia Fashion telah mengalami banyak perkembangan. Perubahan ini disebabkan oleh adanya perkembangan ide manusia yang semakin inovatif dalam menciptakan model fashion baru. Banyak dijumpai jenis fashion dengan model yang sangat kekinian yang sampai saat ini baru atau bahkan belum diketahui. Keadaan seperti itu mendorong banyak produsen baru untuk bersaing dalam menciptakan produk baru yang kompetitif di dalam memuaskan keinginan konsumen. Untuk dapat mempertahankan konsumen dan meningkatkan purchase intention dari konsumen pada produk atau jasa yang dijual penjual ritel harus memperhatikan hal-hal lain selain produk yang dijual saja. Penelitian ini bertujuan untuk mengetahui pengaruhi brand image, price image, terhadap purchase intention melalui mediasi store image perceptions pada brand fashion H&M di Surabaya. Penelitian ini menggunakan alat anlisis structural equation modelling (SEM), dan menggunakan teknik non-probability sampling convenience sampling. Responden pada penelitian ini didapatkan sebanyak 131 responden dan terdapat 5 hipotesis. Dari 5 hipotesis tersebut hanya 1 hipotesis yang pengaruhnya tidak signifikan. Hasil pada penelitian ini menyebutkan bahwa brand image berpengaruh positif dan signifikan secara langsung terhadap purchase intention, price image secara langsung berpengaruh positif dan signifikan terhadap purchase intention, brand image berpengaruh positif dan signifikan terhadap purchase intention melalui mediasi store image perception, dan price image berpengaruh positif dan signifikan terhadap purchase intention melalui mediasi store image perception. ABSTRACT Along with the times, the condition of business competition, especially in the fashion world, has experienced many developments. This change is caused by the development of human ideas that are increasingly innovative in creating new fashion models. There are many types of fashion with very contemporary models that are new or even unknown. Such circumstances encourage many new producers to compete by creating competitive new products that satisfy consumer desires. To be able to retain consumers and increase consumer purchase intention for products or services sold, retail sellers must pay attention to other things besides the products being sold. This study aims to determine the effect of brand image and price image on purchase intention through the mediation of store image perceptions for the H&M fashion brand in Surabaya. This study uses a structural equation modeling (SEM) analysis tool and a non-probability convenience sampling technique. Respondents in this study obtained as many as 131 respondents, and there were 5 hypotheses. Of the 5 hypotheses, only 1 hypothesis has no significant effect. The results of this study state that brand image has a positive and significant direct effect on purchase intention; price image has a direct positive and significant effect on purchase intention; brand image has a positive and significant effect on purchase intention through the mediation of store image perception; and price image has a positive and significant effect on purchase intention through the mediation of store image perception.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci: Fashio Product, SEM, Brand Image, Price Image, Store Image Perceptions, Purchase Intentions Keywords: fashion product, SEM, brand image, price image, store image perceptions, purchase intentions.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Muhammad Iqbal Maulana UWKS
Date Deposited:	13 Apr 2023 01:54
Last Modified:	13 Apr 2023 01:54
URI:	http://erepository.uwks.ac.id/id/eprint/13936

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