PENGARUH PERCEIVED QUALITY, COMMERCIAL IMAGE, PRICE IMAGE TERHADAP PURCHASE INTENTION MELALUI BRAND EQUITY PRODUK STORE BRAND DI HYPERMARKET DAN SUPERMARKET DI SURABAYA
Abstract Views:
120 times
PDF - FULL TEXT Downloads:
165 times
Abstract
Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh perceived quality, commercial image, dan price image terhadap purchase intention melalui brand equity pada store brand di supermarket dan hypermarket di Surabaya. Pengolahan data dilakukan dengan menggunakan SPSS 18 for Windows dan Amos Graphics 21 for Windows. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 200 responden supermarket dan 200 responden hypermarket, responden yang memenuhi karakteristik populasi yang telah ditentukan dan diperoleh dari penyebaran kuesioner secara offline. Hasil penelitian ini menunjukkan adanya pengaruh positif perceived quality terhadap brand equity, pengaruh positif commercial image terhadap brand equity, pengaruh positif price image terhadap brand equity dan pengaruh positif brand equity terhadap purchase intention.
Downloads
References
Aswani R.A Aisah, 2009, Analisis Literartur Hubungan Private Label Kesadaran Merek dan Citra Merek dan Penerapannya pada Industri Hipermarket, Jurnal Bisnis dan Ekonomika, Vol.X, 72-86.
Beristain, J. and Zorrilla, P. (2011), “The Relationship Between Store Image And Store Brand Equity: A Conceptual Framework And Evidence From Hypermarkets”, Journal of Retailing and Consumer Services, Vol. 18 No. 6, pp. 562-574
Calvo-Porral, C. and Jean-Pierre Lévy-Mangin , (2014), "Determinants of store brands’ success: a crossstore format comparative analysis", International Journal of Retail & Distribution Management, Vol. 42 Iss 7 pp. 595 –612
Calvo, C. Porral Mark F Lang , (2015), "Private labels The role of manufacturer identification, brand loyalty and image on purchase intention", British Food Journal, Vol. 117 Iss 2 pp. 506 –522
Kotler dan Keller,2008,Manajemen Pemasaran Edisi 13 Jilid 2, Terjemahan Penerbit Erlangga. Jakarta: PT. Gelora Angkasa Pratama.
Netemeyer, R., Krishnan, B., Pullig, C., Wang, G., Yaggi, M., Dean, D., Ricks, J. and Wirth, F. (2004), “Developing And Validating Measures Of Facets Of Customer-Based Brand Equity”, Journal of Business Research, Vol. 57 No. 12, pp. 209-224.
Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improving the measurement-empirical evidence”, Journal of Product and Brand Management, Vol. 14 No. 3, pp. 143-154.
Utami, Christina Whidya,2006,Manajemen Ritel: Strategi dan Implementasi Ritel Modern. Jakarta: Salemba Empat.
Wu, Paul C.S., Gary Yeong-Yuh Ye dan Chie-Ru Hsiao, 2011. The effect of store image and service quality on brand image and purchase intention for private label brand. Australasian Marketing Journal, Vol.19: 30-39.
Yagüe , Andres Cuneo Pilar Lopez Maria Jesus, (2012),"Measuring private labels brand equity: a consumer perspective", European Journal of Marketing,Vol. 46 Iss 7/8 pp. 952 – 964
Yoo, B. and Donthu, N. (2000), “Developing And Validating A Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research, Vol. 52 No. 1, pp. 1-14.
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
