KHOHAR, NESSIE ELWAN (2023) PENGARUH PERCEIVED QUALITY, PRICE SENSITIVITY, DAN STORE IMAGE TERHADAP PURCHASE INTENTION (STUDI KASUS PADA TOKO BUDPROJECT ROYAL PLAZA SURABAYA). Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.
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Abstract
This study aims to analyze the influence of perceived quality, price sensitivity, and store image on purchase intention at BudProject store in Royal Plaza Surabaya. The research sample consisted of 80 respondents who were customers of the store. The research employed a survey method using questionnaires. Data analysis was conducted using multiple linear regression. The results of the study revealed that perceived quality has a positive and significant influence on purchase intention. This indicates that the better the perceived quality of the products by the customers, the higher their purchase intention. Furthermore, price sensitivity also has a positive and significant impact on purchase intention. Customers who are more sensitive to price tend to have higher purchase intention. Lastly, store image also has a positive and significant effect on purchase intention. Customers who have a positive perception of the store image tend to have higher purchase intention. Therefore, BudProject store in Royal Plaza Surabaya can enhance customers' purchase intention by considering these factors. This study provides new insights in the context of BudProject store in Royal Plaza Surabaya and can serve as a basis for effective marketing strategies to increase customers' purchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Perceived Quality, Price Sensitivity, Store Image, and Purchase Intention | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Gaudens Dillalino | ||||||||
| Date Deposited: | 22 Sep 2025 01:52 | ||||||||
| Last Modified: | 22 Sep 2025 01:52 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1740 |
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