Increasing Consumer Purchase Intention Through Private Label of Grocery: Empirical Evidence of Indonesian Consumers
- DOI
- 10.2991/assehr.k.210304.115How to use a DOI?
- Keywords
- Private Label, Perceived Quality, Perceived Risk, Product Packaging, Store Image, Familiarity, Purchase Intention
- Abstract
The use of brands in products today is dominated by manufacturing brands compared to private label products, however the use of private labels is becoming a trend among retailers in Indonesia, especially private label on grocery products for daily needs. This use for retailers has a double meaning that is one side as a way to win competition for retailers, one side is the use of private label as an attraction for consumers. The purpose of this study was to determine the increased interest in purchasing grocery’s private label products through perceived quality, perceived risk, packaging, store image and familiarity. The total sample consisted of 200 respondents who bought private label brands. Hypotheses are tested using multiple linear regression analysis modelling. The results of the regression show that perceived quality, perceived risk, store image and familiarity can increase purchase intentions on grocery’s private label products. This paper first explicitly examines the impact of the use of private label for the purchase of Indonesian consumers, especially grocery products.
- Copyright
- © 2021, 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/).
Cite this article
TY - CONF AU - Sukaris Sukaris AU - Fitri Dahlia AU - Budiyono Pristyadi AU - Al Kusani AU - Ahmad Qoni Dewantoro PY - 2021 DA - 2021/03/08 TI - Increasing Consumer Purchase Intention Through Private Label of Grocery: Empirical Evidence of Indonesian Consumers BT - Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020) PB - Atlantis Press SP - 508 EP - 512 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210304.115 DO - 10.2991/assehr.k.210304.115 ID - Sukaris2021 ER -