Pengaruh Private Label Price, Private Label Familiarity, Store Image terhadap Purchase Intention dan Loyalty (Studi Empiris: Hypermarket di DKI Jakarta)

Meilisa Alvita

doi:10.31539/costing.v7i5.11622

Meilisa Alvita Universitas Pradita

DOI: https://doi.org/10.31539/costing.v7i5.11622

Keywords: Private Label, Private Label Price, Private Label Familiarity, Store Image, Purchase Intention, Loyalty ,Trust, Hypermarket

Abstract

The rapid development of retail has created intense competition between retail companies, both domestic and foreign. This requires the management of retail companies to develop strategies to survive in the retail industry, especially hypermarkets. The increasingly fierce competition in the modern retail market has encouraged a number of retailers to differentiate through the ownership of private label products. The purpose of writing this thesis is to determine the effect of private label price, private label familiarity, store image on purchase intention and product loyalty of private label hypermarkets in DKI Jakarta. Researchers collected a sample of 202 sample data from online questionnaires and direct questionnaires that had been distributed. To test this research, the researcher conducted a validity test, reliability test, determination coefficient test, correlation test and t-statistic test using SMART PLS Version 3.0. The results of the t test show that private label price, private label familiarity, store image have a significant effect on purchase intention and loyalty, the trust variable has a moderate effect on private label price, private label familiarity, store image on loyalty.

References

Beneke, J. (2010). Consumer perceptions of private label brands within the retail grocery sector of South Africa. 4(2), 203–220.
Beristain, J. J. dan Zorrilla, P. (2011). The relationship between store image and store brand equity : A conceptual framework and evidence from hypermarkets. 18(6), 562–574.
Boyle, P. J. dan Lathrop, E. S. (2013). The value of private label brands to U . S . consumers : An objective and subjective assessment. 20(1), 80–86.
Choi, L. dan Huddleston, P. (2014). The effect of retailer private brands on consumer-based retailer equity : comparison of named private brands and generic private brands,. 24(1), 59–78.
Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention. Application to an Emerging Market, 19(3), 360–367.
Kotler, P., Armstrong, G. (1996). Principles of Marketing (7th ed). Upper Saddle River, NJ: Prentice-Hall International, Inc.
Kotler dan Amstrong. (2006). Prinsip – Prinsip Pemasaran. : PT Indeks.
Labeaga, J. ., Lado, N. dan Martos, M. (2007). (2007). Behavioral Loyalty Towards Store Brands. 1–10.
Lassoued, R. dan Hobbs, J. E. (2015). Consumer confidence in credence attributes : The role of brand trust. 52, 99–101.
Lin, C. Y., Marshall, D. dan Dawson, J. (2009). Consumer attitudes towards a European retailer’s private brand food products: an integrated model of Taiwanese consumers. 25(9–10), 875–891.
Lymperopoulos, C., Chaniotakis, I. E. dan Rigopoulou, I. D. (2010). Acceptance of detergent-retail brands : the role of consumer confidence and trust. 38(9), 719–736.
Mahadi, A. dan Sukati, I. (2012). The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia. 5(8), 153–159.
Mieres, C. G., Martin, A. M. D. dan Guttierrez, J. A. T. (2006). Antecedents of the difference in perceived risk between store brands and national brands. 40(1), 61–82.
Nosi, C., Pucci, T., Melanthiou, Y., & Zanni, L. (2022). The influence of online and offline brand trust on consumer buying intention. EuroMed Journal of Business, 17(4), 550–567. https://doi.org/10.1108/EMJB-01-2021-0002
Porral, C. C., Pierre, J. dan Mangin, L. (2016). Food private label brands: the role of consumer trust on loyalty and purchase intention. 118(3).
Porral, C. C. dan Lang, M. F. (2015). Private labels: the role of manufacturer identification, brand loyalty and image on purchase intention. 117(2).
Putra, M. P. Z., Sojanah, J., & Santoso, B. (2023). Pengaruh Citra Merek Terhadap Produk Private Label. Jurnal Investasi, 9(4), 218–227. https://doi.org/10.31943/investasi.v9i4.296
Richardson, P. S., Jain, A. K. dan Dick, A. (1996). Household Store Brand Proneness : A Framework. 72(2), 159–185.
Rubio, N., Villaseñor, N. dan Yagüe, M. J. (2016). Creation of consumer loyalty and trust in the retailer through store brands : The moderating effect of choice of store brand name. 1–11.
Sheau-fen, Y., Sun-may, L. dan Yu-ghee, W. (2012). Store brand proneness : Effects of perceived risks , quality and familiarity. 20(1), 48–58.
Surjaatmadja, S., & Purnawan, D. (2018). International Review of Management and Marketing Store Image, Service Quality, and Familiarity on Purchase Intention of Private Label Brand in Indonesia. International Review of Management and Marketing, 8(1), 79–85. http:www.econjournals.com
Wu, P. C. S., Yeh, G. Y. dan Hsiao, C. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. 19(1), 30–39.

(https://www.kearney.com/industry/consumer-retail/global-retail-development-index, 16 Agustus 2021).
(https://goodstats.id/article/supermarket-dengan-gerai-terbanyak-di-indonesia-2021-QVGHG, 02/10/2023).
(https://www.topbrand-award.com/top-brand-index, 16/08/2023).
(shop.hypermart.co.id).
(www.kemenperin.go.id)