Social Science and Human Research Bulletin

This study aims to analyze the influence of perceived value and brand personality on consumer purchase intention at Barley Store 2 Blitar. The study employed a quantitative approach using a survey method. The population consisted of 641 consumers who made offline purchases at Barley Store 2 Blitar during October–December 2024. A total of 100 respondents were selected using non-probability sampling with a purposive sampling technique. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics 25. The results indicate that perceived value has a positive and significant effect on purchase intention, with a t-value of 6.584 and a significance level of <0.001. Brand personality also has a positive and significant effect on purchase intention, with a t-value of 6.469 and a significance level of <0.001. Simultaneously, perceived value and brand personality significantly influence purchase intention. The coefficient of determination (R²) of 0.512 indicates that 51.2% of the variation in purchase intention can be explained by perceived value and brand personality, while the remaining 48.8% is influenced by other factors. These findings suggest that improving consumer perceived value and maintaining a strong and consistent brand personality can enhance consumer purchase intention at Barley Store 2 Blitar.

Perceived Value, Brand Personality, Purchase Intention, Consumer Behavior, Fashion Retail

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