PENGARUH HARGA DAN STORE IMAGE TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI (Studi Pada Kalangan Konsumen Mesih Kanggo Second Thrift Purwokerto)

This research aims to determine and analyze price, store image, purchasing interest and purchasing decisions among Mesih Kanggo Second Purwokerto consumers. This type of research is quantitative research with the population used being all students who purchased for the first time at Mesih Kanggo Second Purwokerto. The number of samples determined in this research was 160 respondents using a purposive sampling technique. The data collection technique in this research uses an online questionnaire. The data analysis method used is a range of scales and Structural Equation Model (SEM) with SmartPLS 4.0 software. Based on the results of research and analysis, it can be concluded that price has a positive and significant effect on purchasing decisions, store image has a positive and significant effect on purchasing decisions, purchase interest has a positive and significant effect on purchase decisions, price has a positive and significant effect on purchase interest, store image has a positive effect and significant to purchasing interest, purchasing interest is able to mediate the role of price in purchasing decisions, and purchasing interest is able to mediate the role of store image in purchasing decisions.