CONSUMER’S PERCEIVED VALUE AND BUYING BEHAVIOR OF STORE BRANDS: AN EMPIRICAL INVESTIGATION - Nugroho, Wahyu Adhi; Alumni of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120 (Bina Nusantara University, 2009)