MODEL PURCHASE INTENTION: PERCEIVED VALUE, SERVICE QUALITY & STORE ENVIRONMENT(STUDI KASUS PADA SOCIOLLA DI ERA PANDEMI)

FEBRIANI, SARAH PRADITYA (2023) MODEL PURCHASE INTENTION: PERCEIVED VALUE, SERVICE QUALITY & STORE ENVIRONMENT(STUDI KASUS PADA SOCIOLLA DI ERA PANDEMI). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to evaluate how service quality, store environment, and perceived value influence purchase intention. Customers that visited the Sociolla offline store in Lippo Mall Puri during the pandemic are the focus of this study. This study was conducted with 240 customers who had visited Sociolla Lippo Mall Puri. The research method applied is quantitative descriptive research. The data analysis used is SEM analysis using the Smart PLS application. The study's findings indicate that service quality has a direct impact on perceived value and purchase intention. The store environment influences perceived value and purchase intention significantly. Perceived value holds a partial mediating effect between service quality and purchase intention. Moreover, perceived value partially mediates the relationship between store environment and purchase intention. keywords: service quality, store environment, perceived value, purchase intention Tujuan penelitian ini adalah untuk mengetahui pengaruh service quality dan store environment terhadap perceived value dan purchase intention serta pengaruh service quality dan store environment terhadap purchase intention yang dimediasi oleh perceived value. Populasi pada penelitian ini adalah para pengunjung website Sociolla yang mengunjung offline store Sociolla yang berada di Lippo Mall. Pada penelitian ini jumlah sampel yang digunakan sebanyak 240 orang yang telah mengunjungi offline Store Sociolla. Metode olah data yang digunakan adalah Structural Equation Modelling (SEM) yang diolah menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa service quality memiliki dampak langsung pada perceived value dan purchase intention. Store environment mempengaruhi perceived value dan purchase intention secara signifikan. Perceived value memiliki efek mediasi parsial antara service quality dan purchase intention. Selain itu, Perceived value memiliki efek mediasi parsial antara store environment dan purchase intention. Kata Kunci: service quality, store environment, perceived value, purchase intention

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