JURNAL BISNIS DAN AKUNTANSI ISSN: 1410 - 9875 Vol. 17, No. 1, Juni 2015, Hlm. 56-64 http: //www.tsm.ac.id/JBA PENGARUH STORE IMAGE, PRODUCT SIGNATURENESS, QUALITY VARIATION, DAN QUALITY PERCEPTION TERHADAP PURCHASE INTENTION PADA PRODUK PRIVATE BRAND ELEKTRONIK SHERLY SOESANTO dan KLEMENS WEDANAJI PRASASTYO STIE Trisakti sherly.soesanto@gmail.com Abstract : The purpose of this research is to investigate the influence about store image, product signatureness, and quality variation toward quality perception and purchase intention for Carrefour’s electronics of private brand in Jakarta. The method which is used in this research is descriptive and causality. Structural Equation Model was used to established the relationship model of variables, and data analysis for this research is using Maximum Likelihood Estimation method. Sample used for this research was 287 samples that domiciled in Jakarta, have bought electronic product at Carrefour, at least 30 years old, and have income at least Rp 3.000.000. The result of this research is not all of the independent variables are have positive influence toward dependent variables which are quality perception and purchase intention. Store image and product signatureness toward quality perception and product signatureness and quality perception toward purchase intention have positive effect. Keywords : Store Image, Product Signatureness, Quality Variation, Quality Perception, Purchase Intention. Abstrak : Tujuan penelitian adalah untuk mengetahui pengaruh tentang store image, product signatureness, and quality variation toward quality perception and purchase intention untuk elektronik Carrefour merek swasta di Jakarta. Metode yang digunakan dalam penelitian ini adalah deskriptif dan kausalitas. Structural Equation Model digunakan untuk membentuk model hubungan variabel, dan analisis data untuk penelitian ini menggunakan metode Estimasi Maksimum. Sampel yang digunakan untuk penelitian ini adalah 287 sampel yang berdomisili di Jakarta, telah membeli produk elektronik di Carrefour, setidaknya 30 tahun, dan memiliki pendapatan setidaknya Rp3.000.000. Hasil penelitian adalah tidak semua variabel independen berpengaruh positif terhadap variabel dependen yang persepsi kualitas dan niat beli. Store image dan product signatureness terhadap quality perception serta product signatureness dan quality perception terhadap purchase intention berpengaruh positif. Kata kunci : Store Image, Product Signatureness, Quality Variation, Quality Perception, Purchase Intention. 56