Pengaruh in store characteristics, economic drivers, dan private labels characteristics terhadap private labels purchase intention melalui private labels loyalty pada product value plus hypermart di Surabaya

Permanasari, Christine (2017) Pengaruh in store characteristics, economic drivers, dan private labels characteristics terhadap private labels purchase intention melalui private labels loyalty pada product value plus hypermart di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Pesatnya pertumbuhan ritel nasional ke depan membawa pelaku dunia usaha ke persaingan yang sangat ketat untuk memperoleh perhatian para konsumen untuk lebih mempercayai produk yang dihasilkan oleh pelaku bisnis tersebut. Salah satu cara yang digunakan adalah dengan memunculkan produk private labels di Indonesia. Private labels merupakan salah satu strategi yang diterapkan oleh peritel untuk dapat bersaing. Hypermart merupakan salah satu perusahaan ritel yang berusaha menciptakan dan mengembangkan private labelsnya sendiri dengan merek Value Plus. Penelitian ini ditujukan untuk menganalisa Pengaruh In Store Characteristics, Economic Drivers, dan Private Labels Characteristics terhadap Private Labels Purchase Intention melalui Private Labels Loyalty pada produk Value Plus Hypermart di Surabaya. Sampel yang digunakan pada penelitian ini yaitu berdasarkan data dari 240 responden yang berjenis kelamin laki-laki dan perempuan, berdomisili di Kota Surabaya, dengan batasan usia 18-60 tahun. Kuesioner diberikan kepada responden yang menggunakan produk private labels Value Plus Hypermart di Surabaya. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa Statistical product and service solutions (SPSS) dengan software 22.0 sebagai softwere untuk mengolah data. Selanjutnya, mentabulasi hasil penelitian responden, serta melakukan pengujian model penelitian dengan menggunakan teknik analisis data Structural Equation Model (SEM). Temuan empiris tersebut mengindikasikan bahwa hasil koefisien regresi yang ada, dapat diketahui bahwa pengaruh variabel Private Labels Characteristics berpengaruh signifikan terhadap Private Labels Loyalty dengan koefisien regresi sebesar 0.703 dan C.R. sebesar 5.478; variabel Economic Drivers berpengaruh signifikan terhadap Private Labels Loyalty dengan koefisien regresi sebesar 0.278 dan C.R. sebesar 3.028; variabel Private Labels Loyalty berpengaruh signifikan terhadap Private Labels Purchase Intention dengan koefisien regresi sebesar 0.915 dan C.R. sebesar 10.3; variabel In Store Characteristics tidak berpengaruh signifikan terhadap Private Labels Loyalty dengan koefisien regresi sebesar - 0.124 dan C.R. sebesar -1.627 / The rapid growth of the national retail in the future brings the business players to a very tough competition to gain the attention of consumers to better trust the products produced by the business. One way used is to bring private label products in Indonesia. Private labels are one of the strategies implemented by retailers to compete. Hypermart is one of the retail companies trying to create and develop its own private labels with the Value Plus brand. This research is aimed to analyze the influence of In Store Characteristics, Economic Drivers, Private Labels Characteristics to Private Labels Purchase Intention through Private Labels Loyalty on Value Plus Hypermart in Surabaya. Sample used in this study is based on data from 240 respondents of male and female sex, domiciled in the city of Surabaya, with the age limit of 18-60 years. Questionnaires were given to respondents using private label products Value Plus Hypermart in Surabaya. For processing and analyzing data in this research that is by using SPSS as software to process data. The analysis result shows that Statistical product and service solutions (SPSS) with software 22.0 as softwere to process data. Furthermore, tabulating the results of respondents' research, as well as testing the research model using data analysis techniques of Structural Equation Model (SEM). These empirical findings indicate that the results of existing regression coefficients, it can be seen that the influence of Private Labels Characteristics variable significantly affect Private Labels Loyalty with regression coefficient of 0.703 and C.R. of 5,478; Economic Drivers variables significantly influence the Private Labels Loyalty with regression coefficient of 0.278 and C.R. amounted to 3,028; Private Labels Loyalty variable significantly influence Private Labels Purchase Intention with regression coefficient of 0.915 and C.R. of 10.3; In Store Characteristics variables have no significant effect on Private Labels Loyalty with regression coefficient of -0.124 and C.R. amounted to -1.627

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Permanasari, ChristineNIM90120160016UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRonald, RonaldUNSPECIFIEDUNSPECIFIED
Thesis advisorSondakh, OliandesUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: in store characteristics; economic drivers; private labels characteristics; private labels loyalty; private labels purchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Master of Management
Current > Faculty/School - UPH Surabaya > Business School > Master of Management
Depositing User: Rafael Rudy
Date Deposited: 01 Dec 2022 08:45
Last Modified: 01 Dec 2022 08:45
URI: http://repository.uph.edu/id/eprint/51561

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