ANALISIS PENGARUH PENILAIAN KONSUMEN PADA MINAT BELI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PRIVATE LABEL (Studi pada Indomaret BanyumanikSemarang)

Abstract

The research is caused by onset of phenomena a variety of retail that issued private label products. Indomaret as one of retail minimarket which spread almost all over Indonesia begin to makes for private label products to fulfill the community needs by providingany items. The purpose of this researchis to find out the effect ofbrand awareness, perceived quality, perceived value towards of consumer desire for buying that influence onpurchasing decisions. The research wasconducted onconsumers whohavepurchasedprivatelabelproductsaroundBanyumanikSemarang,anduntilthe specifiedamount of100 respondentsby usingquantitativeanalysis methods, with the data that has fulfilled by testvalidity, testreliability, and testthe assumptions of classical. The variablesconsist ofthe purchase decision(Y2), consumer desire for buying (Y1), brand awareness(X1), perceived quality(X2), perceived value(X3). Hypothesis testing usingt-testindicatesthat three of independent variablesobservedprovento significantlyaffect towardsintervening variableof consumer desire for buying, and then consumer desire forbuying alsoproven to significantlyon the dependent variablepurchase decision, and by the f-test can be known that three variables is worthy to test the intervening variable interest that affecting purchasing decisions.