PENGARUH PERSEPSI TERHADAP PRIVATE LABEL BRANDS PADA PERUSAHAAN RITEL CARREFOUR DI KOTA SOLO
ABSTRACT: This research
aimed to analyze
the influence of
consumer perceptions, price perception
and perceived risk
to private label brands in the retail company Carrefour
in Solo. After a review of the
previous literature and
research, hypothesis are
made that consumer perception,
price perception and
perceived risk influence to
private label product
brands significantly, and
price perception variable is
a dominant variable
affecting of private label
brands product. Primary
data obtained from
questionnaires to 100 respondents
using purposive sampling
techniques, and performed analyzes
with SPSS. Analysis
multiple linear regression, F-test,
t-test, and the
coefficient determination, with the result: Consumer Perceptions (X1),
Price Perception (X2), and the
Perceived Risk (X3)
significantly influencing to
private label brands, and
price perception variable
is a dominant
variable on the success
of private label
brands. It means
the data obtained supports the
hypothesis. Research found
that the quality
of the product is perceived by
consumers, they believe that private label brands with
low prices image
have quality that is comparable
to the national brands, consumers are not ashamed and do not have to bear
the risk of
purchasing the products.
These all are
the factors that are proven to be the perception in purchasing private label
products brands.
Keywords: Consumer
Perceptions, Price Perception,
Perceived Risk, and Private Label Brand
Penulis: Retno Susanti, Suprihatmi
Sri Wardiningsih
Kode Jurnal: jpmanajemendd130435
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
