| dc.description.abstract | Each company is required to be ready to face the business competition
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 influence of variables internal reference
price, perceived brand quality, perceived store image and perceived value on
purchase intention Mango products in Surabaya.
The sample used in this research is the woman who lives in Surabaya,
know the product Mango, aged 18-40 years, a number of 103 respondents. For
processing and analyzing the data in this study is by using Structural Equation
Modeling (SEM) with AMOS 16.0 software as software for data processing. The
analysis showed that perceived brand quality have a positive influence on internal
reference price and perceived store image. And also internal reference price
variables have a positive influence on perceived value. Variables perceived value
had a positive effect on purchase intention. While, there is no significant influence
on the perceived value of the variable purchase intention. | en_US |
