Pengaruh Store Atmosphere terhadap Store Image dan Purchase Intention Produk Fashion Merek Zara di Surabaya
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Abstract
Penelitian ini bertujuan untuk menguji apakah store atmosphere berpengaruh terhadap store image dan purchase intention produk fashion merek Zara di Surabaya. Metode penelitian yang digunakan adalah kuantitatif kausal. Sampel yang diambil adalah sebanyak 167 pengunjung dari Zara dalam 6 bulan terakhir. Teknik analisis data yang digunakan terdiri dari teknik statistik deskriptif dan multivariat. Hasil penelitian menunjukan bahwa store atmosphere mempunyai pengaruh positif dan signifikan terhadap purchase intention; store image mempunyai pengaruh positif dan signifikan terhadap purchase intention; serta store atmosphere mempunyai pengaruh positif dan signifikan terhadap store image.
Kata kunci- Store Atmosphere, Store Image, dan Purchase Intention
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