Pengaruh Lingkungan toko, Nilai yang Dirasakan dan Kepercayaan Terhadap Keputusan Pembelian Produk Fashion di Surabaya
Daftar Isi:
- One of the causes that can influence the perception of consumers or potential consumers of purchasing decisions is the store environment. This study examines the influence of the store environment, perceived value, and trust in purchasing decisions for ZARA fashion products in Surabaya. The population in this study were all users of ZARA fashion products domiciled in Surabaya. Data obtained from 200 respondents, and tested with the SPSS AMOS 22 test. The results of the analysis test show that the store environment has a positive and significant influence on purchasing decisions, the store environment has a positive and significant effect on perceived value, the perceived value has a positive and significant purchase decision, the value perceived positive and significant effect on trust, trust has a positive and significant influence on purchasing decisions. Key word : Store Environment, Perceived Value, Trust, Purchasing Decision