The purpose of this research is to test the influences of service quality and store image on purchase intention. After then, The purpose of this research is to test the influences of Brand Image both directly on purchase intention and indirectly via perceived risk and price consciousness. The samples size of this research is 300 visitors of Sony Xperia Lounge in Rame Mall Yogyakarta. This research used the Structural Equation Modeling (SEM) by AMOS Software. The results show that the Service Quality have positive and significant influences on Brand Image. Store Image, Brand Image and Service Quality have positive and significant influences on purchase intention. Perceived Risk have negative and significant influences on price consciousness and purchase intention.