The influence of perceived price, perceived quality, brand image, and store image on the purchase intention of Hypermart private label

DOI

10.2991/insyma-19.2019.36How to use a DOI?

Keywords

perceived price, perceived quality, brand image, store image, purchase intention of private label

Abstract

Private label is well known as one of the strategies to expand the market as well as strengthen brand image and store image within stiff competition of retail business. Due to its lower price, the private label could harm perceived quality and affect customer purchase intention. This study aims to examine the relationship among these variables: perceived price, perceived quality, brand image, and store image on the purchase intention of private label. Primary data from 200 respondents was taken with simple random sampling analyzed using linear regression after performed the validity and reliability test. All hypothesis being studied show a positive and significant influence.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - M. Dwiki Ramadhan
AU  - Muchsin Muthohar
PY  - 2019/03
DA  - 2019/03
TI  - The influence of perceived price, perceived quality, brand image, and store image on the purchase intention of Hypermart private label
BT  - Proceedings of the 16th International Symposium on Management (INSYMA 2019)
PB  - Atlantis Press
SP  - 140
EP  - 143
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-19.2019.36
DO  - 10.2991/insyma-19.2019.36
ID  - Ramadhan2019/03
ER  -