Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk menguji pengaruh price image, brand image dan perceived risk terhadap purchase intention yang di mediasi oleh store image perception pada produk Buttonscarves di Kota Banda Aceh. Penelitian ini menggunakan jenis penelitian dengan pendekatan kuantitatif. Sampel yang digunakan pada penelitian ini terdiri dari 154 responden perempuan yang berniat untuk membeli produk Buttonscarves. Teknik pengambilan sampel yang digunakan adalah non-probability dengan metode convenience sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. Hasil penelitian menunjukkan bahwa price image, brand image dan perceived risk secara signifikan mempengaruhi purchase intention, dan lebih lanjut price image, brand image dan perceived risk secara signifikan juga mempengaruhi store image perception. Pada akhirnya, store image perception sendiri memiliki dampak positif dan signifikan terhadap purchase intention, bahkan berperan sebagai mediator yang memperkuat pengaruh price image dan brand image terhadap keputusan untuk melakukan purchase intention. Sedangkan store image perception tidak memediasi secara signifikan antara perceived risk terhadap keputusan untuk melakukan purchase intention.
Kata Kunci : Price Image, Brand Image, Perceived Risk, Purchase Intention Dan Store Image Perception

ABSTRACT This research aims to examine the influence of price image, brand image and perceived risk on purchase intention which is mediated by store image perception on Buttonscarves products in Banda Aceh City. This study uses a type of research with a quantitative approach. The sample used in this study consisted of 154 female respondents who intend to buy Buttonscarves products. The sampling technique used is non-probability with convenience sampling method. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used as an analysis method to determine the influence between the variables involved. The results showed that price image, brand image and perceived risk significantly influence purchase intention, and furthermore price image, brand image and perceived risk also significantly influence store image perception. In the end, store image perception itself has a positive and significant impact on purchase intention, and even acts as a mediator that strengthens the influence of price imageand brand image on the decision to make a purchase intention. Meanwhile, store image perception does not significantly mediate between perceived risk and the decision to make a purchase intention. Keywords : Price Image, Brand Image, Perceived Risk, Purchase Intention Dan Store Image Perception