Pengaruh store environment dan brand image terhadap purchase intention di Zara Tunjungan Plaza Surabaya

Putra, Panji Aryaguna (2019) Pengaruh store environment dan brand image terhadap purchase intention di Zara Tunjungan Plaza Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh store environment, dan brand image terhadap purchase intention di Zara Tunjungan Plaza Surabaya. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan cara purposive sampling. Karakteristik responden dalam penelitian ini adalah mengetahui Zara Tunjungan Plaza Surabaya. Sampel yang digunakan dalam penelitian ini sebanyak 150 responden. Teknik analisis data yang digunakan adalah Analisis Regresi Berganda dengan bantuan program SPSS. Hasil penelitian ini membuktikan bahwa: (1) Store Environment berpengaruh positif dan signifikan terhadap purchase intention, sehingga hipotesis didukung; (2) Brand Image berpengaruh positif dan signifikan terhadap purchase intention di Zara Tunjungan Plaza Surabaya, sehingga hipotesis didukung.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Store environment, brand image, purchase intention
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 6428 not found.
Date Deposited: 30 Jan 2019 06:24
Last Modified: 30 Jan 2019 06:24
URI: http://repository.ukwms.ac.id/id/eprint/17698

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