The Effect of Store Image on Purchase Intention Mediated by Perceived Value and Brand Awareness
(Empirical Study on Retail Store Consumers in Surakarta)
- 10.2991/aebmr.k.220602.040How to use a DOI?
- Store Image; Purchase Intention; Perceived Value; Brand Awareness
Modernization, lifestyle and human needs have caused a shift in consumer shopping behavior towards the retail market. The rapid development of the retail business indicates a potential for strong market competition. This study aims to analyze the effect of store image on purchase intention mediated by perceived value and brand awareness. The sample in this study was 221 consumers of retail stores in Surakarta. The sampling technique in this study was non-probability sampling with purposive sampling. The data analysis method used was Structural Equation Modeling (SEM) with Partial Least Square (PLS) using software analysis SmartPLS 3.0. This study indicated that store image had a positive and significant effect on purchase intention, and value perceptions and brand awareness mediated the influence of store image on purchase intention.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Muhammad Rizal AU - Edy Purwo Saputro AU - Muhammad Wahyuddin AU - Novel Idris Abas PY - 2022 DA - 2022/06/13 TI - The Effect of Store Image on Purchase Intention Mediated by Perceived Value and Brand Awareness BT - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) PB - Atlantis Press SP - 304 EP - 312 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220602.040 DO - 10.2991/aebmr.k.220602.040 ID - Rizal2022 ER -