Pengaruh Brand Image, Store Atmosphere, dan Design Product terhadap Purchase Intention (Studi pada Brand Eiger di Kota Malang)

Abstract

Abstract

 

The purpose of this study is to examine the impact of Brand Image, Store Atmosphere, and Design Product on Purchase Intention for the Eiger Brand in the city of Malang. The population in this study consists of residents in Malang city, with a sample size of 100 individuals, using purposive sampling method. Data collection technique employed in this study was distributing questionnaires through Google Form. The research data was analyzed using IBM SPSS software. The results of the study indicate that simultaneously, Brand Image, Store Atmosphere, and Design Product have a significant influence on Purchase Intention. Brand Image has a significant influence on Purchase Intention. Store Atmosphere has a significant influence on Purchase Intention. Design Product does not have a significant influence on Purchase Intention.

 

Keywords: Brand Image, Store Atmosphere, Design Product, Purchase Intenion, Eiger