Kandou, Michael Laurel Abraham (2018) Pengaruh image dan faktor-faktor konsumen terhadap store brand choice pada Carrefour dan Giant. Masters thesis, Universitas Pelita Harapan.
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Abstract
Store brand adalah salah satu strategi pengecer dalam upaya pencapaian tujuannya dan merupakan salah satu aset berharga dalam hal ini ialah pada hypermarket store. Penelitian ini memiliki tujuan untuk mengetahui pengaruh dari Image yang dilihat dari store image perception, store brand price image dan dan Consumers Factors dapat dilihat dari store brand perceived value, store brand attitude terhadap pemilihan store brand choice di Carrefour dan Giant. Data didapatkan melalui penyebaran kuesioner kepada 80 responden Carrefour dan 80 responden Giant di Supermall Karawaci dan Palem Semi kota Tangerang. Dengan keseluruhan 160 kuisioner. Metode yang dilakukan dalam mengalisis data adalah dengan menggunakan SEM berbasis PLS. Hasil penelitian ini menyebutkan bahwa Image yang diwakili oleh variabel store image perception, store brand price image berpengaruh positif terhadap store brand choice pada Carrefour dan Giant, kemudian Consumers Factors yang dalam penelitian ini diwakili oleh store brand perceived value dalam hipotesis ini ditolak, kemudian store brand attitude berpengaruh positif kepada store brand choice.
Item Type: | Thesis (Masters) | ||||||||
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Additional Information: | T 19-14 KAN p | ||||||||
Uncontrolled Keywords: | Store Image Perception ; Store Brand Price Image ; Store Brand Perceived Value ; Store Brand Attitude ; Store Brand Purchase Intention ; Store Brand Choice | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
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Depositing User: | Users 18 not found. | ||||||||
Date Deposited: | 20 May 2021 02:33 | ||||||||
Last Modified: | 25 May 2022 07:26 | ||||||||
URI: | http://repository.uph.edu/id/eprint/27551 |
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