This study aimed to analyze the effect of store image, product quality variations and product signatureness to perceived quality and purchase interest in the shopping center Indogrosir Yogyakarta. This study sampled amounted to 150 people with accindental sampling techniques and purposive samling techniques. Data were collected by distributing questionnaires to customers Indogrosir. The data were analyzed descriptively and using Structural Equation Modeling- Partial Least Square (PLS-SEM). Results of the study concluded: 1) Image stores have a positive and significant effect on perceived quality; 2) Image stores have a positive and significant effect on the purchase interest; 3) Product quality variations have a positive and significant effect on perceived quality; 4) Product quality variations have a positive and significant effect on the purchase interest; 5) Product signa-tureness has no effect on perceived quality; 6) Product signatureness has no effect on the purchase interest; 7) Perceived quality have a positive and significant effect on purchase interest.