PENGARUH CITRA TOKO, VARIASI KUALITAS, PRODUCT SIGNATURENESS TERHADAP KUALITAS YANG DIPERSEPSIKAN DAN DAMPAKNYA PADA MINAT PEMBELIAN PRODUK PRIVATE LABEL BRANDS (Survai pada Konsumen “Inspired 27 Storeâ€)
Abstract
Abstrak
Tujuan penelitian ini adalah 1) menganalisis dan menjelaskan pengaruh citra toko, variasi kualitas dan product signatureness terhadap kualitas yang dipersepsikan konsumen, 2) menganalisis dan menjelaskan pengaruh citra toko, variasi kualitas dan product signatureness terhadap terhadap minat pembelian, 3) menganalisis dan menjelaskan pengaruh kualitas yang dipersepsikan konsumen terhadap minat pembelian. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian eksplanatory. Metode pengambilan data dilakukan dengan metode survai. Populasi dan sampel dalam penelitian ini adalah konsumen “Inspired 27 Store†Malang dengan jumlah sampel 68 orang dan teknik pengambilan sampel dengan accidental sampling. Metode yang digunakan adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa 1) citra toko, variasi kualitas dan product signatureness memiliki pengaruh positif dan signifikan terhadap kualitas yang dipersepsikan konsumen, 2) citra toko, variasi kualitas dan product signatureness memiliki pengaruh positif dan signifikan terhadap minat pembelian, 3) kualitas yang dipersepsikan berpengaruh positif namun tidak signifikan terhadap variabel minat pembelian.
Kata kunci: Ritel, citra toko, kualitas, product signatureness, kualitas yang dipersepsikan, minat pembelian, private label.
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Abstract
The objectives of this research are 1) to analyze and explain the influence of store image, quality variance, and product signatureness on consumer quality perception. 2) analyze and explain the influence of store image, quality variance, and product signatureness on purchase intention. 3) anlyze and explain the influence of consumer quality perceptions on purchase intention. Types of research used in this study is eksplanatory research. Methods of data collection by survey techniques. Populations and samples in this study are the buyer at “Inspired 27 Store†Malang. A sample of 68 peoples and sample collection technique is accidental sampling. The analytical method was Partial Least Square (PLS). These results showed that 1) store image, quality variance, and product signatureness have positive and significant effect on consumer quality perception. 2) store image, quality variance, and product signatureness have positive and significant effect on purchase intention. 3) consumer quality perceptions has positives but not significant effect on purchase intention.
Keywords: Retailing, store image, quality variance, product signatureness, consumer quality perception, purchase intention, private label.
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