ANALISIS PENGARUH VARIABLE CITRA TOKO, KUALITAS LAYANAN, DAN CITRA MEREK PRIVATE LABEL TERHADAP MINAT BELI PRIVATE LABEL DI INDOMARET SURABAYA

Abstract

Modern retail business is one of the businesses that show significant growth. The existence modern retail businesses give us easy access to buy daily needs. One of the modern retail interesting to observe is Indomaret. Industry engaged in the business of the modern retail a tender to increase. Indomaret is one of the modern retail that helps provide daily needs for consumer. In addition, by using a good brand, Indomaret increasing becoming the consumer choice to product daily needs, so Indomaret becomes one of the successful modern retail companies in the minimarket sector. As for the purpose of this observation is to know the influence of store image, service quality, and brand image of private label against the purchase intention of private label. The expected benefits from this observation are to give contributions against the management study especially in how much the influence of store image, service quality, and brand image of private label so that the purchase intention will rise and finally this will lead the company to a successful long-term business. This study is causal. The method used is quantitative methods of processing the data using SPSS. Data was collected by distributing questionnaires to 106 respondents with characteristics of male and female respondent aged 18-60 years, buying private label last at least 3 months and live in Surabaya. The result showed that store image with regression coefficient of 0.459 for positive and significant effect on brand image of private label and regression coefficient of 0.425 for positive and significant effect on purchase intention of private label. quality service with regression coefficient of 0.222 for positive and significant effect on brand image of private label and regression coefficient of 0.248 for positive and significant effect on purchase intention of private label, and brand image of private label regression coefficient of 0.245 for positive and significant effect on purchase intention of private label.