PENGARUH ENDORSER DAN STORE IMAGE TERHADAP PURCHASE INTENTION DALAM BERBELANJA DI ONLINE SHOP SEPATU MALANG

Researchers have developed several variables contained in the online shop which has the meaning of online shopping through a network connected to the Internet and conducted field tests with the aim of knowing the effect of endorsers and store image on purchase intentions in shopping at the shoe online shop in Malang which is analyzed to determine developed with a total of 200 respondents who were taken by non-probability sampling technique. The analytical method used in this research is multiple linear regression analysis with SPSS analysis tool. Based on the results of the study, the partial test showed that the endorser variable had a positive and significant effect on purchase intention. The partial test results show that the store image variable has a positive and significant effect on purchase intention. The dominant test results show that the store image variable has a dominant influence on purchase intention