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Identifying Factors of Purchase Intention for Private Label Brands

Author

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  • Andrian Haro

    (Program Studi Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta – Jakarta, Indonesia)

Abstract

This research was conducted among consumers of famous retail stores (e.g. Carrefour, Giant, Hypermart, Lotte, etc.) which offering private label brands in Jakarta. This study aimed to analyze the influence of attitude and brand awareness toward private label brands purchase intention. The assumed sample size was 150 respondents by using convenience sampling technique. The multiple regression model was used in this research data. The result shows there was relationship found among all the given variables, which means that all research hypotheses were found to be supported. These findings are expected to provide useful managerial implications for retailers in terms of effective solutions marketing for private label brands.

Suggested Citation

  • Andrian Haro, 2017. "Identifying Factors of Purchase Intention for Private Label Brands," Business, Management and Economics Research, Academic Research Publishing Group, vol. 3(10), pages 188-191, 10-2017.
    • Handle: RePEc:arp:bmerar:2017:p:188-191
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    References listed on IDEAS

    as
    1. Samit CELA,, 2016. "The Attitudes And Purchase Intentions Towards Private Label Products, In The Context Of Economic Crisis: A Study Of Thessalonian Consumers," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(Special I), pages 1-10, august.
    2. Beneke, Justin & Carter, Stephen, 2015. "The development of a consumer value proposition of private label brands and the application thereof in a South African retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 22-35.
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