ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI PURCHASE DECISION BRAND FURLA DI SURABAYA

Abstract

The increasing competition among companies requires them to be able to satisfy the wants and needs of its consumers. Thus, it aims to improve the company's quality and provide satisfaction for consumers. This will make the company able to improve the service quality and provide satisfaction for consumers. The purpose of this study is to explore the influence of perceived brand quality, internal reference price, perceived store image, perceived value, and purchase intention to purchase decision of Furla product in Surabaya. The population used in this study were consumers who made purchases of Furla products in Surabaya, i.e., women who made purchases Furla products within the last 3 months, in the ages between 18 to 60 years, with a sample of 105 people. Tests on the research were conducted with the help of a statistical program of SPSS version 20. The results of this study show that perceived brand quality has a positive impact on internal reference price, perceived brand quality has a positive impact on perceived store image, perceived brand quality has a positive impact on perceived value, internal reference price has a positive impact on perceived value, perceived store image has a positive impact on purchase intention, perceived value has a positive impact on purchase intention, and purchase intention has a positive impact on purchase decision. These empirical findings indicate that perceived brand buality has a positive impact on internal reference price with regression coefficient of 0.449 and perceived store image gives positive impact with regression coefficient of 0.463, perceived brand quality gives positive impact to perceived value with regression coefficient of 0.551, internal reference price gives positive impact to perceived value with regression coefficient of 0.571, perceived store image give positive impact to purchase intention with regression coefficient of 0.309, perceived value give positive impact to purchase intention with regression coefficient of 0.408. Furthermore, purchase intention gives positive impact to the purchase decision with the smallest regression coefficient value of 0.432