Retno, Mulatsih and Amie, Kusumawardhani (2020) Strategy Of Stimulating Purchase Intention Of Private Label Brands (Plb). JURNAL INTERNASIONAL.
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Abstract
This research aims to find out some factors which can lead the consumer's purchase intention towards Private Label Brand (PLB ) product. Moreover, this research is intended to bridge the gap of research results between store image perception and purchase intention of private label brands.The amount of the sample used are 147 respondents of Alfamart customers who know the Alfamart private label product, and the data were analyzed by using SEM Amos 22. The result shows that there are positive and significant impacts of Store Image Perception (SIP) towards Private Label Brands image (PLB Image), SIP towards PQ PLB, PQ PLB towards PLB Image, and PQ PLB towards PI PLB; whereas the impact of SIP towards Purchase Intention of PLB and the impact of PLB Image towards Purchase intention of PLB show insignificant results. Keywords:, Perceived Quality of Private Label Brands, Private Label Brands Image, Purchase Intention of Private Label Brands, Store Image Perception
| Item Type: | Article |
|---|---|
| Subjects: | Jurnal Internasional Bereputasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 05 Jun 2023 04:26 |
| Last Modified: | 06 Jun 2023 02:15 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5280 |
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