Richard, Richard
(2019)
Determinants of store brand success : a cross store format comparative analysis.
Bachelor thesis, Universitas Pelita Harapan.
Full text not available from this repository.
Abstract
Store brands - can be labeled as distributors's brand, own brands, private brand or retailer brands have drawn significant academic and managerial attention in comparable with their growing market share. The purpose of this paper is to focus in customer-based store brand value by comparing three different retailing formats - supermarkets, hypermarkets and convenience store in order to evaluate how store brand value stems from and to understand the store format impact. This research using the theories of international retailing, retailing, brand, and store brand. The population of this research are in D.K.I Jakarta. The total of sample size we used are 150 respondents of Super Indo, Giant and Circle-K customer who were shopping there. The techniques for gathering and distributing the questionnaire for this research was purposive sampling. For running the data, this research using Smart PLS 3.0. This research was made for about 5 (five) months since January 2019 until May 2019. The result of hypothesis 1 is not significant and not supported for Super Indo (1.917), Giant (1.803), and Circle-K (1.622). The result of hypothesis 2 is significant and supported for Super Indo (5.150), Giant (4.137), and Circle-K (4.236). The result of hypothesis 3 is significant and supported for Super Indo (3.921), Giant (3.504), and Circle-K (3.311). The result of hypothesis 4 is significant and supported for Super Indo (16.890), Giant (14.804), and Circle-K (13.294). The conclusion of this research that there is a different result of the stores of each hypothesis that have significant and not significant increase by independent variables towards dependent variables.
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