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

Abstract

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.