Effect of Store Image, Social Media, and Perceived Risk on Purchase Intention of Specialty Stores

Abstract

Fierce competition makes Specialty store entrepreneurs try to produce innovations to be able to create purchase intentions in their stores, several factors, such as store image, social media, perceived risk, are suspected to have an influence on purchase intentions towards Specialty Stores in Surabaya, therefore the authors conducted research on these factors on purchase intention. The research design used a causal research design, quantitative data. The sample population is 150 people who live in Surabaya. The sampling technique used in this study used non-probability sampling by purposive sampling. The data analysis technique used in this research is the Structural Equation Modeling (SEM) program LISREL 8.80. Based on the results of the analysis, it is confirmed that there is a positive influence between store image, Social Media, and perceived risk on purchase intention; and there is an indirect influence of store image and Social Media on purchase intention through perceived risk.