Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention Produk Mango di Surabaya

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.