PARAMITHA, YOLANDA (2015) PENGARUH POTONGAN HARGA, CITRA TOKO, DAN PENGARUH SOSIAL TERHADAP NIAT PEMBELIAN PRODUK SEPATU BUCCHERI DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Nowadays, human needs for fashion has become a major issue. Development of socialite class in our society has led the high demand of fashion and lifestyle, including shoes. This research aims to examine the effect of price discount, store image, and social influence on customer's purchase intention on a shoes brand, Buccheri. Required data were gathered from 150 respondents of Surabaya who were visiting shopping mall during January 2015. Questionnaire method was used in this research. The data were analysed using Structural Equation Modelling (SEM) in AMOS Graphics Software. The result of this research are :price discount has significant positive effect on store image, store image has nonsignificant positive effect on purchase intention, social influence has nonsignificant positive effect on purchase intention, and price discount has nonsignificant positive effect on purchase intention. Key words : price discount, store image, social influence, customer's purchase intention, SEM.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 07 Apr 2017 10:45 |
| Last Modified: | 07 Apr 2017 10:45 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/713 |
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