ANALISIS PENGARUH PERSEPSI KUALITAS, HARGA DAN SIKAP TERHADAP NIAT BELI PRODUK PRIVATE LABEL MEREK “GIANT” (Studi pada Pengunjung Hypermarket Giant Maspion Square Surabaya)
Abstract: Competition in the
world of retail business is now the longer the more strictly, makes its retail
efforts mutually perpetrators vying to compete. Modern retail companies are
using a new strategy using strategy issued its own products or commonly
referred to as private label. The reason the retailers issuing private label
products is to provide an alternative for consumers to get a more competitive
price because it does not need promotion and brand positioning that requires large
expenses. The purpose of this study is to analyze and discuss the influence of
perceptions of quality, price and attitudes towards private label product
purchase intentions Giant. Sampling technique used is accidental sampling with
a sampling of non-probability. The sample used as many as 220 people
respondents. The respondents in this study are consumers who are over 18 years
old and the respondent had previously using products Giant with private label.
But it has yet to make a purchase directly. The result of the research shows
that the perception of quality, price and the attitude of influential positive
on purchase intention.
Keywords: Perception of
quality, price, attitude and purchase intention
Penulis: DHANI EKA FEBRIAN
Kode Jurnal: jpmanajemendd180465
