Pengaruh Store Image Dan Service Quality Pada Brand Image Dan Purchase Intention Untuk Merek Private Label

Purnawan, Daru Endra (2016) Pengaruh Store Image Dan Service Quality Pada Brand Image Dan Purchase Intention Untuk Merek Private Label. S1 thesis, STIE Indonesia Banking School.

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Abstract

This study aims to determine the direct effect of store image and service quality to the brand image and interest in purchasing the private label products. The study also looked at factors that influence directly the interest to buy (purchase intention) consumers. In this study will be the one form of retail which is currently experiencing a significant development that Supercenters industry or other term that is often used is Hypermarket This research is classified as descriptive analysis method by taking a sample of a population and the use of a questionnaire as its main tool. The sample in this study are some of the Carrefour customers totaling 150 respondents, especially private label Carrefour brand customers who live in Greater Jakarta. Respondents were selected using nonprobability sampling and convenience sampling technique. The results of analysis using Structural Equation Modeling (SEM) and its result would be summarized as below; 1. Store image has significant influence toward brand image of private label products; 2. Store image has significant influence toward purchase intention of private label products; 3. Service quality has significant influence toward brand image of private label products; 4. Service quality has significant influence toward purchase intention of private label products; 5. Brand image has significant influence toward perceived risk of private label products; 6. Brand image has significant influence toward purchase intention of private label products; 7. Perceived risk has significant influence toward price consciousness of private label products; 8. Perceived risk has significant influence toward purchase intention of private label products; 9. Price consciousness has significant influence toward purchase intention of private label products Keywords:Store image, Service quality, Brand image, Perceived risk, Price consciousness, Purchase intention

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 25 Sep 2020 03:27
Last Modified: 25 Sep 2020 03:27
URI: http://repository.ibs.ac.id/id/eprint/807

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