Analisis Pengaruh Citra Toko Terhadap Citra Merek yang Memengaruhi Loyalitas Pembelian Private label di Indomaret Kota Depok
Daftar Isi:
- The rapid development of the retail industry has led to changes in the retail function, which initially was only a place to deliver products to consumers, now retail serves as a strategic place to market goods with a range of time, location and consumers that are in line with the objectives of retail businesses. Private label become as one way for a retail store to win the competition to win the consumer segment. Some supporting factors are store image, brand image, and brand loyalty. Therefore this study wants to examine the effect of store image on brand image that affects the purchase loyalty of a product. The research respondents were 100 Indomaret consumers who had purchased Private label products. Data collection is obtained through questionnaires, while data processors use Structural Equation Model (SEM) Partial Least Square with SmartPLS analysis tool version 3.2.7. Based on the hypothesis test, it shows that there is a significant influence between store image on brand image as well as brand image on brand loyalty. Suggestions in this study are retail to pay more attention to the affiliation between image and quality that is built in a product with the aim that consumers will buy according to expected expectations. Furthermore, consumers will provide full support for a Private label product or become loyal if the influencing factors can be met by retail stores.