Pengaruh perceived price, perceived quality, perceived value, brand awareness, perceived risk terhadap purchase intention private label brands pada carrefour di Surabaya

Wendyanto, Ferdinand (2015) Pengaruh perceived price, perceived quality, perceived value, brand awareness, perceived risk terhadap purchase intention private label brands pada carrefour di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Salah satu strategi pengusaha ritel yang sedang berkembang saat ini adalah usaha pengembangan produk dengan menggunakan merek pribadi (Private Label Brands). Salah satunya peritel yang menggunakan Private Label Brands ialah Carrefour. Faktor yang mempengaruhi private label brands ialah perceived price, perceived quality, perceived value, Brand awareness, dan perceived risk. Tujuan penelitian ini adalah untuk mengetahui pengaruh perceived price, perceived quality, perceived value, brand awareness, dan perceived risk terhadap purchase intention private label brands pada Carrefour di Surabaya. Jenis penelitian ini termasuk jenis penelitian kuantitatif. Teknik pengumpulan data dilakukan dengan cara melakukan penyebaran kuesioner. Populasi dalam penelitian ini adalah pengunjung Carrefour di Surabaya dengan teknik penarikan sampel yaitu non probability sampling. Teknik analisis data menggunakan analisis Regresi Berganda . Hasil kesimpulan yang diperoleh dalam penelitian ini adalah variable perceived price, perceived quality, perceived value, brand awareness, dan perceived risk berpengaruh terhadap variabel purchase intention private label brands pada Carrefour di Surabaya.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Perceived price, perceived quality, perceived value, brand awareness, perceived risk, private label brands
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Thomas Aryanatan Lena
Date Deposited: 03 Mar 2016 02:26
Last Modified: 03 Mar 2016 02:26
URI: http://repository.wima.ac.id/id/eprint/6232

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