PENGARUH PENGALAMAN MASA LALU dan KESADARAN KONSUMEN TERHADAP PEMBELIAN PRODUK MEREK TOKO DI YOGYAKARTA
| Main Authors: | , M Patrika Gita Aryandi, , Dr. Sahid Susilo Nugroho, M.Sc. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/98880/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55009 |
Daftar Isi:
- Private brand are products made by supplier and use retailer name as a brand. The development of retailer encourage private label sales growth, and effect on the downside of national brand products. This study aims to examine the influence of consumer previous experience and consumer consciousness on perception of private label, which then affects the purchase of private label products. Total of 200 respondents were chosen from consumers who have purchased private label products. Data were analyzed using Structural Equation Modeling analysis. Result showed that consumer previous experience have no effect on perceptions of private label and consumer consciousness have positive effect on perceptions of private label, which was a positive influence on the purchase of private label products.