Peran Perceived Quality dan Perceived Value dalam Meningkatkan Minat Beli Local Brand Fashion “This Is April” di Kota Surabaya
DOI:
https://doi.org/10.58192/ebismen.v5i4.5054Keywords:
Perceived Quality, Perceived Value, Purchase Intention, “This Is April”Abstract
This study was motivated by the high popularity of the local fashion brand “This Is April” on various digital platforms, which has not been matched by comparable sales performance, it is important to identify the factors influencing purchase intention. This study aims to determine and analyze the influence of Perceived Quality and Perceived Value on Purchase Intention for the local fashion brand “This Is April” in Surabaya. A quantitative approach was used in this study, employing Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method. Data analysis was conducted using SmartPLS 3.0 software. The population for this study consisted of residents of Surabaya who were familiar with the ““This Is April”” brand. The sample was selected using purposive sampling, resulting in 98 respondents. Data collection was conducted via a Google Form distributed online. The results indicate that Perceived Quality has a positive effect on purchase intention, and Perceived Value also has a positive effect on purchase intention. These findings highlight the importance of Perceived Quality and Perceived Value as corporate strategies for increasing purchase intention.
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