Analisis faktor – faktor yang mempengaruhi minat beli value plus hypermart di Surabaya

Hartono, Oei Lolita (2012) Analisis faktor – faktor yang mempengaruhi minat beli value plus hypermart di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh citra toko, citra merek private label, serta kualitas layanan terhadap minat beli Value Plus Hypermart di Surabaya. Sampel yang digunakan pada penelitian ini yaitu orang yang tinggal di wilayah kota Surabaya yang telah membeli dan menggunakan produk Value Plus sejumlah 100 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 16.0 sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa citra toko dan citra merek private label memberikan pengaruh yang positif terhadap minat beli. Temuan empiris tersebut mengindikasikan bahwa citra merek private label memiliki pengaruh yang paling tinggi terhadap minat beli dengan koefisien regresi sebesar 0.559, diikuti oleh citra toko dengan koefisien regresi sebesar 0.543, Berdasarkan temuan empiris tersebut ditunjukkan pula bahwa citra toko juga membawa pengaruh positif yang signifikan terhadap citra merek private label dengan nilai koefisien regresi sebesar 0.413 / This study aims to investigate the effects of store image and service quality on brand image and purchase intention for a Value Plus private label brand Hypermart in Surabaya. The sample in this study consisted of one hundred (100) customers of Hypermart Surabaya who have bought and used the Value Plus. This study uses AMOS 16.0 to examine the hypothesized relationships. This study reveals that store image and private label brand image has a positive and significant effect on the purchase intention of the Value Plus. The empirical findings indicate that private label brand image has the highest influence on purchase intention with the regression coefficient for 0559, followed by store image with a regression coefficient of 0543, Based on the empirical findings also indicate that store image also carries a positive and significant effect on the private label brand image with a regression coefficient value of 0413

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