THE INFLUENCE OF PRICE, PERCEIVED QUALITY AND SOCIAL INFLUENCE TOWARD CUSTOMER PURCHASE INTENTION IN OFFICIAL STORE OF FURLA SURABAYA

Abstract

Luxury goods retail continues to grow at a good rate despite the economic crisis that happening these days. Luxury goods are used by society to define their status and identity. Furla is one luxury goods company which was estabilished in 1927 by Aldo Furlanetto, focusing on giving the best quality and Italian-craftsmanship experience in all of its product. Furla’s consolidated turnover keep increasing every year. However, even though Furla’s worldwide sale keeps going up, Furla’s Official Store in Surabaya is facing a downturn in sales. To further analyze this, the researcher distributed 80 questionnaires to customers who visited Furla Ciputra World Surabaya in August 2019 and asked about the product or promotion, using a random sampling method; to find out about the influence of Price, Perceived Quality, and Social Influence towards Customer Purchase Intention in Furla Official Store in Surabaya. Online questionnaires are distributed to the sample using the 5-point Likert Scale and the data collected are analyzed using Multiple Linear Regression. The multiple regression resulted that Price (Sig. value=0.047), Perceived Quality (Sig. value=0.000) and Social Influence (Sig.value=0.011) have significant relationship towards Customer Purchase Intention in Furla Official Store in Surabaya.