ANALISIS PENGARUH STORE IMAGE, LIFESTYLE, PRICE, STORE ATMOSPHERE DAN HEDONIC VALUE TERHADAP PURHASE DECISION MELALUI PURCHASE INTENTION PADA GENERASI MILENIAL PELANGGAN SOGO DI KALIMANTAN TIMUR --

ABSTRACT
The purpose of this paper is to analyze the effect of Store Image, Lifestyle, Price, Store Atmosphere dan Hedonic Value on Purchase Decision through Purchase Intention in the Millenial Generation of Sogo customers in East Kalimantan. This paper uses a quantitative approach using path analysis processed with IBM SPSS Statistic V 23 and Structural Equation Modeling (SEM) software with IBM AMOS V 5 software. Used sample of 125 people taken from a number of shopper at Sogo in East Kalimantan. Scale measurement using Likert scale with a score of 1 - 5. In this study also tested the validity and reliability test, then carried out further test of estimation and structural test fit model.
Based on structural models we found bahwa Lifestyle, Price, Store Atmosphere, Hedonic Value have significant effect on Purchase Intention; Store Image have significant effect on Purchase Decision; Store Image has no significant effect on Purchase Intention; Lifestyle, Price, Store Atmosphere dan Hedonic Value has no significant effect on Purchase Decision;
Keywords : Store Image, Lifestyle, Price, Store Atmosphere, Hedonic Value, Purchase Intention, Purchase Decision, Sogo.
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ABSTRAK
Penelitian ini bertujuan untuk menganalisa Analisis Pengaruh Store Image, Lifestyle, Price, Store Atmosphere dan Hedonic Value terhadap Purchase Decision melalui Purchase Intention pada Generasi Milenial pelanggan Sogo di Kalimantan Timur. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini menggunakan sampel sebanyak 125 orang yang diambil dari sejumlah seseorang yang berbelanja di Sogo Kalimantan Timur. Skala pengukuran menggunakan skala Likert dengan skor 1 - 5. Dalam penelitian ini juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Lifestyle, Price, Store Atmosphere, Hedonic Value berpengaruh signifikan terhadap Purchase Intention; Store Image berpengaruh signifikan terhadap Purchase Decision; Store Image tidak berpengaruh signifikan terhadap Purchase Intention; Lifestyle, Price, Store Atmosphere dan Hedonic Value tidak berpengaruh signifikan terhadap Purchase Decision;
Keywords : Store Image, Lifestyle, Price, Store Atmosphere, Hedonic Value, Purchase Intention, Purchase Decision, Sogo.