The influence of store image on purchase intention with value perception and brand awareness variables as mediating effect of online stores. A case study of Mae Raya store on the Shopee platform
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Abstract
This research has the objective to study the influence of store image on purchase intention with value perception and brand awareness variables as mediating effect of online stores, a case study of Raya Mom store on the Shopee platform. The researcher designed this to be quantitative research. Use survey research methods. The questionnaire was used as a tool to collect data from a sample group of 475 customers of the Mae Raya brand on the Shopee platform using a purposive random sampling method. Using descriptive statistics including number, percentage, mean, standard deviation. and inferential statistics, including Multiple Regression Analysis, to analyze data at the statistical significance level of 0.05.
The results of the research found that (1) the store's image affects the intention to purchase Raya Mom brand products on the Shopee platform. (2) The store's image affects the perception of Raya Mom brand value on the Shopee platform. (3) The perception of brand value affects the intention to purchase Raya Mom brand products on the Shopee platform. (4) Perceived value is an interstitial variable of store image that affects the intention to purchase Raya Mom brand products on the Shopee platform. (5) Store image affects the perception of Raya Mom brand on the Shopee platform. (6) Brand awareness affects the intention to purchase Raya Mom brand products on the Shopee platform and (7) Brand awareness is an interspersing variable of store image that affects the intention to purchase Raya Mom brand products on the Shopee platform.
Therefore, Mae Raya brand should use image building strategies. perception of value and brand awareness to encourage customers to purchase products on the Shopee platform
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