ANALISIS PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION PADA PRODUK PRIVATE LABEL STUDI KASUS: PRIVATE LABEL CARREFOUR
DOI:
https://doi.org/10.30736/jpensi.v4i1.216Abstract
Tujuan dari penelitian ini adalah untuk mencari tahu faktor-faktor yang memengaruhi pembentukan brand equity di dalam suatu produk private label dan bagaimana pengaruh brand equity tersebut terhadap minat beli konsumen. Variabel-variabel yang diuji di dalam penelitian ini adalah brand awareness, brand association, perceived quality, perceived risks, dan brand loyalty sebagai variabel independen. Brand equity sebagai variabel mediasi dan purchase intention sebagai variabel dependen. Penelitian ini menggunakan sebanyak 285 responden yang didapatkan dengan metode pengumpulan data online self-administered survey dan offline store intercept survey. Responden yang memenuhi kriteria adalah responden yang pernah mengunjungi Carrefour, serta mengetahui, dan pernah menggunakan produk private label Carrefour. Metode analisis data menggunakan regresi dengan SPSS 22. Hasil penelitian ini, semua variabel independen berpengaruh signifikan terhadap brand equity dan brand equity berpengaruh signifikan terhadap purchase intention.
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Kata Kunci      :Brand Awareness, Brand Association, Perceived Quality, Perceived Risks, Brand Loyalty, Brand Equity, Purchase intention, Decision Making, Private Label, and Retailer
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