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Analysis of Factors Affecting Purchase Intention of Traditional Retailers in Bandung

Analysis of Factors Affecting Purchase Intention of Traditional Retailers in Bandung
Julia Jasmine Nilsen
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Inggris
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In these modern days, traditional retails have not gained enough attention when compared to supermarkets and mini-markets. Lack of development has shown that their capability in competing has also diminished compared to previous times. This research is aimed to find out the factors affecting purchase intention towards traditional retails in Bandung. Eight dimensions were used as factors affecting purchase intention in which includes store atmosphere, social influence, socioeconomic status, perceived quality, perceived price, personnel, store location, and product assortment. The research method used for this is a descriptive and verifying analysis by using a Confirmatory Factor Analysis. Samples were collected from 211 respondents. Results showed that the seven out of eight had significant relationships to the variable, and social influence had the highest score of 0.81 within the CFA analysis. Overall it meaning that social influence plays a large role in consumers’ purchase intention towards traditional retails within the city of Bandung.