Pengaruh Pemberian Merek (House Brand) Terhadap Minat Beli Konsumen di Toserba X

Ervina, Ervina (0252047) (2005) Pengaruh Pemberian Merek (House Brand) Terhadap Minat Beli Konsumen di Toserba X. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

These days, store retailers development in Indonesia is very fast. Store retailers are the last distribution position before goods are used by consumers. Store reatailers are the place where consumers fulfill their daily needs. Since store retailers are more and more increasingly, competition between themare becoming more and more rapid. Each store retailer has to try asgood as possible for their survival in the competition. “X” store retailer is one of the most famous supermarket in Bandung which operates on retail, providing daily needs for their consumers. More and more brand exist in the market, “X” store retailer also launches product with their House Brand. House Brand is definited as products by company which are sold through distributors and the products are sold by using brand which is choosen by distributors. House brand products have the same quality as certain products and their prices are cheaper because they don’t spend on promotion expend. These research purpose is to identify how much house brand affects consumerity in “X” store retailer. Whereas data is collected randomly by quesioners. Respondents are “X” store retailer consumers (50 persons). The research result shows that most of respondents are female (82 %), 30-40 years old (50 %). Respondents work as housewives (30 %). Respondents earn Rp. 1.000.000,- to Rp. 2.000.000,- (46 %). Respondents with married status (76 %). Respondents education rate are Senior High School and Third Diploma (70 %). Consumers visitations to “X” store retailer in one month are three times (36 %). The corelations between house brand and consumerity are shown by r = 0,904 and d = 81,72 %. These show that “X” house brand’s has strong effect to consumerity (81,72 %) and 18,28 % is affected by other factors beside house brand. The most important result is that house brand affects consumerity.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 52 Management Department
Depositing User: Perpustakaan Maranatha
Date Deposited: 26 Feb 2016 11:18
Last Modified: 26 Feb 2016 11:18
URI: http://repository.maranatha.edu/id/eprint/19032

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