ANALISIS PENGARUH HARGA, PROMOSI, DAN EFEK KOMUNITAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK PRIVATE LABEL (STUDI: PRODUK PRIVATE LABEL DI KOTA SEMARANG)

Abstract

The growth of retail in Indonesia must be covered by businessmen, so they can win the market. Private label is one of their strategies to win the competition. The purpose of this study is to analyze the effect of price, promotion, and community towards buying decision of private label brand in Semarang. After doing a literature review, we can obtain primary data from a hundred respondents that even buy private label products. This study uses non probability sampling and then the data are analyzed by several analysis methods, include validity and reliability test, classic assumption test, multiple linear regression test, goodness of fit test, and t test. The result of this study shows that price and promotion have no significant effect to buying decision of private label brands, and community has significant effect to buying decision of private label brands.