Pengaruh Citra Merek, Nilai Utilitarian, Electronic Word of Mouth dan Kualitas Pelayanan terhadap Niat Beli Konsumen Miniso Ambarukmo Plaza Yogyakarta

The purpose of this study was to examine the effect brand image, utilitarian value, electronic word mouth, and service quality on purchase intention. Purposive sampling used in select Miniso Ambarukmo Plaza Yogyakarta customers as population interest. Data for all PlazaYogyakarta is collected through a survey. Use Likert scale from 1 (strongly disagree) 5 agree) collect feedback using Google Forms agree). Multi-step linear regression analysis processing. Utilitarian values ​​and Electronic Word Mouth both have positive significant Purchase Intention, according findings study. Brand Image has no Intention with significance value (0.100 > 0.05), but Value significan (0.013 < 0.05) (0.001 Service Quality substantial (0.000 0.05).
 Keywords: image; value; mouth; service; intention