Consumer Feeling Associated with the Presence of National Brand Towards Private Label Brand-Quality (Studi Kasus Giant Hypermarket, Bandung)

Mulyawan, Vinsensius (0852147) (2013) Consumer Feeling Associated with the Presence of National Brand Towards Private Label Brand-Quality (Studi Kasus Giant Hypermarket, Bandung). Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Pertumbuhan bisnis ritel semakin berkembang dengan bertambahnya jumlah peritel yang ada di Indonesia, kehadiran para peritel ini memunculkan produk private label di Indonesia. Private label merupakan salah satu strategi yang diterapkan oleh peritel untuk dapat bersaing. Akan tetapi penggunaaan produk private label di masyarakat masih terhadang oleh kehadiran national brand. Hal ini dikarenakan karena masyarakat Indonesia masih beranggapan bahwa national brand mempunyai good value for money yang lebih besar daripada produk private label. Penelitian ini bertujuan untuk menganalisis apakah terdapat pengaruh kehadiran national brand terhadap private label. Adapun variabel yang digunakan meliputi national brand conscioness, national brand - congruence dan private label - quality. Sampel di ambil dengan menggunakan prosedur purposive sampling sebanyak sembilan puluh sampel. Model regresi digunakan dalam penelitian ini sebagai model analisis data. Hasil penelitian menunjukkan national brand - conscioness dan national brand congruence tidak ada pengaruh terhadap private label - quality. Adapun variabel yang memiliki pengaruh paling dominan adalah national brand - congruence.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Private label - quality, National brand - conscioness, National brand - congruence
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: 01 Jul 2015 08:11
Last Modified: 09 Feb 2016 11:05
URI: http://repository.maranatha.edu/id/eprint/13745

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