Effect of price and store image on perceived value and customer purchase intention in LC Waikiki Pakuwon Mall Surabaya

This study aims to examine the effect of price, store image, and perceived value against purchase intention at LC WAIKIKI Pakuwon Mall Surabaya. Data for this study were obtained directly from respondents who knew the LC WAIKIKI brand fashion goods brand, had purchased LC WAIKIKI brand products and intended to purchase LC WAIKIKI brand products in Surabaya. The sample used in this study is 150 respondents with the age of ≥ 17 years. Using purposive sampling and SEM analysis technique with LISREL 8.70 program. Based on the respondents in this study, price offers have an influence on consumers 'purchase intentions, where if the price offered is high then consumers' purchase intention decreases and vice versa. As well as store image of the store that gives the impression of glamour and neat can provide more value and increase consumer purchase intention. Main changeing of the factor that impact the purchase intention, not only about the price, but also store image and the value that felt by customer. The result showed that there is positive and significant influence between price, store image, perceived value towards purchase intention