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...persembahan kecil untuk...
Yesus Kristus Bapak dan Ibu
Adik-adik Saudara Sahabat hati
dan orang-orang yang tak pernah lelah berjuang dan berkarya
!
!""# #
HUBUNGAN ANTARA CITRA TOKO (STORE IMAGE) DENGAN NIAT
MEMBELI PAKAIAN DI DISTRO PADA REMAJA DI KOTA
YOGYAKARTA
Eko Widhi Martanto
ABSTRAK
Penelitian ini bertujuan untuk mengetahui hubungan antara citra toko (store image) dengan niat membeli pakaian distro pada remaja di kota Yogyakarta. Hipotesis yang diajukan adalah ada hubungan antara citra toko (store image) dengan niat membeli pakaian distro pada remaja di kota Yogyakarta. Penelitian dilakukan pada 50 remaja di kota Yogyakarta, yang terdiri dari 22 remaja laki-laki dan 28 remaja perempuan dengan rentang umur 16 tahun hingga 24 tahun. Alat yang digunakan dalam penelitian ini adalah skala store image dan skala niat membeli yang dibuat oleh peneliti. Masing-masing skala telah melalui penyaringan item dengan tryout, sehingga diperoleh 61 item pada skala store image dengan koefisien reliabilitas alpha sebesar 0,954. Dari hasil analisis data penelitian diperoleh koefisien korelasi sebesar 0,504 dengan signifikasi sebesar 0,000. Hal ini berarti terdapat hubungan yang positif dan signifikan antara variabel store image dan niat membeli. Hal juga ini menandakan bahwa hipotesis awal penelitian, yaitu ada hubungan positif dan signifikan antara store image dan niat membeli pakaian distro pada remaja di kota Yogyakarta dapat diterima.
Kata kunci: store image, niat membeli, distro.
!"""# #
THE RELATIONSHIP BETWEEN STORE IMAGE AND INTENTION TO
BUY DISTRO CLOTHING AT TEENAGERS IN YOGYAKARTA
Eko Widhi Martanto
ABSTRACT
This study aims to determine the relationship between store image and intention to buy distro clothing at teenagers in Yogyakarta. The hypothesis proposed is there a relationship between image and buying intention of distro clothing. The study was conducted on 50 teenagers in Yogyakarta, which consisted of 22 male and 28 female teenagers with a long age range of 16 years to 24 years. The tools used in this study are Store image scale and Buying Intention scale created by the researcher. Each scale had items sorting by tryout so there were 61 items on the Store image scale with 0.954. The result of the data analysis indicated that the correlation coefficients were 0.504 with 0.000 significant. It indicated that there was positive and significant relationship between the Store image and Buying Intention variables. It also indicated that the hypothesis of the research, there was positive and significant relationship between store image and intention to buy distro clothing at teenagers in Yogyakarta.
Keyword : store image, buying intention, distro.
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