ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI MINAT BELI VALUE PLUS HYPERMART DI SURABAYA

Abstract

This study aims to investigate the effects of store image and service quality on brand image and purchase intention for a Value Plus private label brand Hypermart in Surabaya. The sample in this study consisted of one hundred (100) customers of Hypermart Surabaya who have bought and used the Value Plus. This study uses AMOS 16.0 to examine the hypothesized relationships. This study reveals that store image and private label brand image has a positive and significant effect on the purchase intention of the Value Plus. The empirical findings indicate that private label brand image has the highest influence on purchase intention with the regression coefficient for 0559, followed by store image with a regression coefficient of 0543, Based on the empirical findings also indicate that store image also carries a positive and significant effect on the private label brand image with a regression coefficient value of 0413.