Does Perceived Value or Brand Awareness Play a Significant Role in Mediating Store Image to Purchase Intention The Case of Retailing Fashion in Indonesia

Key Points

• This research examines the roles of perceived value and brand awareness as mediators between store image and purchase intention in the retail fashion sector.
• Conducted surveys to assess consumer perceptions and purchase intentions in retail settings.
• Analyzed data using statistical techniques to evaluate relationships between perceived value, brand awareness, and store image.
• Higher perceived value positively affects purchase intention through enhanced store image.
• Brand awareness significantly influences purchase intention when mediated by store image.