Az Zahro, Savira (2026) PENGARUH FASHION LIFESTYLE, PROMOTION, DAN SERVICE QUALITY TERHADAP PURCHASE INTENTION PADA KONSUMEN BRAND FASHION GIYOMI SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the influence of Fashion Lifestyle, Promotion, and Service Quality on Purchase Intention among consumers of Giyomi Fashion Brand Surabaya, both simultaneously and partially. This study used a quantitative method with a sample of 112 respondents obtained through purposive sampling technique. Data collection was conducted through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS application. The results showed that Fashion Lifestyle, Promotion, and Service Quality simultaneously had a significant effect on Purchase Intention with a significance value of 0.000 < 0.05. Partially, Fashion Lifestyle had a significant effect on Purchase Intention with a significance value of 0.005 < 0.05, Promotion had a significant effect on Purchase Intention with a significance value of 0.000 < 0.05 and became the most dominant variable, and Service Quality had a significant effect on Purchase Intention with a significance value of 0.002 < 0.05. The coefficient of determination test showed an R Square value of 0.812, which means that the variables of Fashion Lifestyle, Promotion, and Service Quality were able to explain Purchase Intention by 81.2%, while the remaining percentage was influenced by other variables outside this study. Keywords: Fashion Lifestyle, Promotion, Service Quality, Purchase Intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Savira Az Zahro | ||||||||
| Date Deposited: | 01 Jul 2026 07:35 | ||||||||
| Last Modified: | 01 Jul 2026 07:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54390 |
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