ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE DECISION PRODUK CHARLES & KEITH DI SURABAYA

Abstract

Every company is required to be ready to face the business competition is getting tougher by the day. To be able to create and retain customers, the company must be able to determine the right strategy. This study aimed to analyze the effect of perceived brand quality variables, internal reference price, perceived store image, perceived value, purchase intention of the product purchase decision Charles & Keith in Surabaya. The sample used in this study is in women who live in the city of Surabaya who know the product of Charles & Keith, aged 18-60 years, a total of 100 respondents. For processing and analyzing the data in this study by using SPSS as the software to process the data. Statistical analysis showed that the product and service solutions (SPSS) with a 16.0 software to process the data. The results of the analysis showed that the Perceived Quality Brand had a positive impact on the Internal Reference Price, Perceived Quality Brand a positive effect on Perceived Store Image, the Perceived Quality Brand a positive effect on Perceived Value, Internal Reference Price a positive effect on Perceived Value, Purchase Intention give positive impact on the Purchase Decision, and Perceived Store Image and Perceived Value a positive effect on Purchase Intention. The empirical findings indicate that the relationship Perceived Brand Quality with Internal Reference Price had a regression coefficient with a value of 0.450, and the influence on the Perceived Quality Perceived Brand Image Store with regression coefficient of 0.456, the relationship between Perceived Brand Quality on Perceived Value has a regression coefficient of 0.555 , the relationship between the Internal Reference Price on Perceived Value has the highest regression coefficient of 0.563, the relationship between Store Image on Purchase Intention has a regression coefficient of 0281, the relationship between Perceived Value on Purchase Intention has a regression coefficient of 0418, and the last relationship Purchase Intention to Purchase decision by the smallest regression coefficient for 0433.