How to Create Sustainability for Modern Retail through Private Label: Case Study for Giant Supermarket in Indonesia

Abstract

From year to year, modern retail business has changed quite drastically and by that we can see new retail businesses. Nowadays, retail businesses in Indonesia is having a drastic increase and we can know this is happening because of the Indonesian’s character where they do thing such as shopping for their “holiday”. One of the developing supermarket, Giant. Now their shares is owned by Hero Supermarket Group. In August 2010, they opened 46 Giant hypermarket and 104 supermarkets in Indonesia. The purpose of this research is that to know what is the effect of the store image, the quality of the service and brand image to the decision of the customer buying. This research is a causal research. This research uses quantitative method and using SPSS to process the data. The collection of data is using questionnaire to 200 respondents with the characteristics of gents and ladies with the age between 18 to 60 years old, and once bought anything in Giant Private Label in the last 3 months in Indonesia