ANALYSIS OF THE INFLUENCE OF BRAND AWARENESS AND PERCEIVED QUALITY TOWARDS CUSTOMER PURCHASE INTENTION OF GEOX OFFICIAL STORE IN PAKUWON MALL SURABAYA

Abstract

Luxury fashion goods industry has several kinds of sectors such as apparel, beauty product, accessories and also shoes or footwear. Geox is one of the luxury goods retail company with shoes product as the main product and was established in 1990 by Mario Moretti Polegato. Geox also already expanded with up to 1,015 stores around the world, including Indonesia. In Indonesia, Geox is located in Jakarta, Surabaya, Bandung and Makassar. Geox Store in Jakarta has a good sales performance in 2019, even its lowest sales performance is still more than 50% per month; Geox Store in Surabaya faced the opposite. To further analyze about this, the researcher distributed 61 questionnaires to customers who visited Geox Pakuwon Mall Surabaya in 2019, using random sampling method; to find out about the influence of Brand Awareness and Perceived Quality towards Customer Purchase Intention in Geox Pakuwon Mall Surabaya. Online questionnaires are distributed to the sample using 5-point Likert Scale and the data collected are analyzed using Multiple Linear Regression. The multiple regression result shows that Brand Awareness (Sig. value=0.005) and Perceived Quality (Sig. value=0.000) have significant relationships with Customer Purchase Intention in Geox Pakuwon Mall Surabaya.