THE INFLUENCE OF CUSTOMERS’ PERCEPTION AND ATTITUDES TOWARD CUSTOMER PURCHASE INTENTION AT GRAMEDIA LEMBUSWANA, SAMARINDA

Abstract

This research aims to find out the influence between customers’ perceptions and attitude toward customer purchase intention at Gramedia Lembuswana, Samarinda that is experiencing a slowdown in sales growth. Factors examined are extrinsic factors which include perceived price, advertisement, and store image; intrinsic factors which include perceived quality, perceived risk and perceived value; and customer’ attitudes which include trust, and familiarity. All responses were collected by using questionnaire with a purposive sampling method. The methodology used in this research is quantitative by utilizing the multiple regression analysis. The research population are people who have purchased items at Gramedia Lembuswana. Likert scale was used on 165 random respondents of the research. The result shows that perceived value, advertisement, store image, trust, and familiarity have significant influence toward intention to purchase, while perceived quality, perceived risk, and perceived price do not have a significant influence toward customer purchase intention. Finally, all the independent variables are found to have simultaneously significant impact toward customer purchase intention with an adjusted R square value of 0.467.