ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI PRODUK PRIVATE LABEL

Abstract

Private label product is produced as affordable subtitute product offering similar specification with non –private label product. This opportunity of private label product existence has been used by retailers to gain their profit. However, there is an issue regarding private label product that retailers face in Indonesia. While the average percentage of private label in Europe and United States of America reached 20-35 in past years, Indonesia has been steady with the number of 1 per cent. Therefore, retailers should design strategies to make their private label product well placed in market and wins the competition by increasing consumers’ purchase intention toward it. This study aims to investigate factors influencing purchase intention of private label product. The factors, such as price perception, quality perception, risk perception, intrinsic cues, extrinsic cues, and familiarity, were examined to find out which factors played significant role on purchase intention of private label product. The examination was also looking for the differences of factors influence on both groups of gender which were male and female. Using probability sampling method, the datas were raised by spreading questionnaires to 120 young adults in Semarang who knew the information about private label product. Collected data were analysed with IBM SPSS 21 for windows using some methods such as validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, ANOVA, R Square, and T test. The findings of study indicate some factors such as price perception, quality perception, and familiarity significantly influence purchase intention of private label product. Also, the findings explain that male likely take a risk than female.