PENGARUH HARGA DISKON TERHADAP NIAT PEMBELIAN DENGAN CITRA TOKO SEBAGAI VARIABEL PEMEDIASI PADA PENGUNJUNG METRO CIPUTRA WORLD DI SURABAYA
Daftar Isi:
- New retail growth in Indonesia is increasing. This resulted in an increase in the intensity of market competition. A store must continue to innovate to create a good image of the store to be able to face market competition. Efforts in developing the image of the store at the Metro Department Store will be able to create higher consumer purchase intentions. Competition is so tight makes Metro Department Store should be able to apply a pricing strategy that is at great discount prices in order to provide imaging at retail so that creates the candidate konsumen.Tujuan purchase intention of this study was to determine whether a discount can affect consumers' purchasing intentions are mediated by store image. This study is limited to retail Metro Ciputra World Surabaya residing in the territory alone, with respondents who have visited the Metro Ciputra World Surabaya. Exogenous variables in this research is a discounted price, store image and mediation variable endogenous variable is purchase intention. To answer the purpose of the research used path analysis. Conclusion The results of this study are: (1) price discounts affect the image of the store; (2) Price discounts influence on purchase intentions; (3) The image of the shop influence on purchase intentions. Keywords: discount, store image, purchase intentions.