The Effect of Store Image on Purchase Intention Mediated by Perceived Value and Brand Awareness

(Empirical Study on Retail Store Consumers in Surakarta)

DOI

10.2991/aebmr.k.220602.040How to use a DOI?

Keywords

Store Image; Purchase Intention; Perceived Value; Brand Awareness

Abstract

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.

Copyright

© 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.

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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  -