Hubungan Persepsi Kualitas, Persepsi Harga, Brand Image, Dan Persepsi Risiko Dengan Minat Beli Private Label

Abstract

The objective of this research was to test the relationship of variables of quality perception, price perception, brand image, and risk perception on private label purchase intention. The method that used in this research was purposive sampling to the society of Surakarta who have ever visited to Indomaret and know the private label of Indomaret product, with total samples of 165 respondents.  Data analyzed by using Structural Equation Model (SEM), AMOS version 16. The results show as follows: 1) quality perception has positive significant effect to brand image; 2) price perception has positive significant effect to the brand image; 3) brand image has negative significant effect to the risk perception; 4) risk perception has negative significant effect to the purchase intention of private label.

Keywords: quality perception, price perception, brand image, risk perception private label purchase intention