The purpose of this research is to determine the influence of Price Level, Merchandise, Sales Promotion Girl, Architecture Project on Purchase Intention through Store Image, Perceived value and Brand Awareness. This research is casual research, which uses quantitative methods with data processing using SPSS. Data collection was carried out by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, and had shopped/visited the Sociolla Store Pakuwon Mall Surabaya at least 2 times in the last 3 months. This research shows the results, namely that the Price Level variable has an effect on Store Image with a regression coefficient value of 0.042, Merchandise has an effect on Store Image with a regression coefficient value of 0.472, Sales Promotion Girl has an effect on Store Image with a regression coefficient value of 0.171, the Architecture Project variable has an effect on Store Image with a regression coefficient value of 0.301. Meanwhile, the Store Image variable has a significant effect on Perceived Value with a regression coefficient value of 0.941, Store Image has a significant effect on Brand Awareness with a regression coefficient value of 0.949, Perceived Value has a significant effect on Purchase Intentions with a regression coefficient value of 0.344, and the Brand Awareness variable has a significant effect on Purchase Intentions. with a regression coefficient value of 0.622