Abstract
<p>This research aims to find out the influence between customers’ perceptions and attitude toward customer<br />purchase intention at Gramedia Lembuswana, Samarinda that is experiencing a slowdown in sales growth.<br />Factors examined are extrinsic factors which include perceived price, advertisement, and store image;<br />intrinsic factors which include perceived quality, perceived risk and perceived value; and customer’<br />attitudes which include trust, and familiarity. All responses were collected by using questionnaire with a<br />purposive sampling method. The methodology used in this research is quantitative by utilizing the<br />multiple regression analysis. The research population are people who have purchased items at Gramedia<br />Lembuswana. Likert scale was used on 165 random respondents of the research. The result shows that<br />perceived value, advertisement, store image, trust, and familiarity have significant influence toward<br />intention to purchase, while perceived quality, perceived risk, and perceived price do not have a<br />significant influence toward customer purchase intention. Finally, all the independent variables are found<br />to have simultaneously significant impact toward customer purchase intention with an adjusted R square<br />value of 0.467.</p>
Highlights
The transformative power of information technology has moved our society forward and accelerated the transition process of civilization, supported by the swift flow of information, which in turn forced people to have the ability and extensive knowledge to survive the digital era
This rapidly declining rate meant that a huge portion of visitors who came to Gramedia Lembuswana did not make a purchase
The researchers will adopt a previous study by Jaafar et al (2015) which studies the influence of perceived price, store image, advertisement, perceived quality, perceived risk, perceived value, trust, and familiarity toward customers’ purchase intention
Summary
The transformative power of information technology has moved our society forward and accelerated the transition process of civilization, supported by the swift flow of information, which in turn forced people to have the ability and extensive knowledge to survive the digital era. The dawn of the Internet has allowed people to search for a virtually unlimited amount of information needed (Muslim, 2011). Challenges still abound for the company, and some of its most promising branches, such as Gramedia Lembuswana in Samarinda, East Kalimantan, which was ranked fourth in terms of sales growth in 2016 at 11% (the best performing branch outside of Java island), suffered a significant downturn during the calendar year 2017, with a meagre sales growth of 1% (Gramedia, 2018) This rapidly declining rate meant that a huge portion of visitors who came to Gramedia Lembuswana did not make a purchase. The considerable number of visitors who did not make a purchase could be caused by various factors, such as window shopping, price comparison, or reduced buying power, and among other possible reasons This prompts the researchers to look into the possible factors influencing purchase intention at Gramedia Lembuswana. The researchers will adopt a previous study by Jaafar et al (2015) which studies the influence of perceived price, store image, advertisement, perceived quality, perceived risk, perceived value, trust, and familiarity toward customers’ purchase intention
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