PERAN PURCHASE INTENTION MEMEDIASI PENGARUH PERCEIVED QUALITY, PERCEIVED PRICE DAN STORE ATMOSPHERE TERHADAP PURCHASE DECISION (STUDI KASUS TOKO AREN)

This research aims to directly analyze the influence of perceived quality, perceived price, and store atmosphere on purchase decisions, and the mediating effect of purchase intention on the influence of perceived quality, perceived price, and store atmosphere on purchase decisions. The study was conducted at Toko Aren with 200 respondents. The sampling technique used was accidental sampling, with the criterion that respondents had previously purchased or consumed souvenirs from Toko Aren. Data collection was performed by distributing questionnaires. Data analysis employed path analysis using the PLS-SEM method with SmartPLS 4 software. The results indicate that perceived quality has a positive and significant effect on purchase decisions, perceived price has a positive and significant effect on purchase decisions, store atmosphere has a positive and significant effect on purchase decisions, and purchase intention has a positive and significant effect on purchase decisions. For indirect effects, purchase intention significantly mediates the influence of perceived quality on purchase decisions, purchase intention significantly mediates the influence of perceived price on purchase decisions, and purchase intention significantly mediates the influence of store atmosphere on purchase decisions.