PERSEPSI KONSUMEN TERHADAP PRODUK PRIVATE LABEL INDOMARET ( STUDI PADA INDOMARET BANJARMASIN KELURAHAN BENUA ANYAR)

Nurul Hasanah(1*)

(1) Sekolah Tinggi Ilmu Administrasi Amuntai
(*) Corresponding Author

Sari


The results of this study Consumers prefer private label products because consumers believe that prices are relatively cheap and have good quality. seen from the interview table that the price of private label products is cheaper. Apart from the price, the quality of private label products in Indomaret Banjarmasin is the same quality as the national brand product. In the packaging of private label products slightly less attractive than the national brand products, while for the value of the function for private label products can be an alternative choice to substitute the national brand products. From the Rating Scale rating Private label products are located at "good enough" intervals with a value of 900.

 

Keywords: Perception, Private Label and National Brand


Teks Lengkap:

PDF

Referensi


Alma, Buchari. 2007. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta

Aprilia Listiyani,2011. Pengaruh karakteristik Produk Terhadap Intensi Pembelian Produk Private label. Tesis

Arikunto, Suharsimi,2002. Prosedur Penelitian, Suatu Pendekatan Praktek, edisi revisi V, cetakan kedua belas, Penerbit : Rineka Cipta, Jakarta.

Durianto, Darmadi, dkk. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, Jakarta : PT. Gramedia Pustaka Utama.

Dursun, Inci et al. 2011. Store Brand Purchase Intention: Effects of Risk, uality Familiarty and Store Brand Shelf Space, Journal International Strategic Management Confedence, Elseiver. Vol 24 pp 1190-1200

Fuan Li and Paul W. Miniard, 2006. On The Potential For Advertising to Facilities Trust In The Advertised Brand.

Freddy Rangkuti.2002. The Power Of Branding . Jakarta : Gramedia

Husein Umar.2002. Metode Penelitian Bisnis . Jakarta : PT Gramedia Pustaka Utama.

Indriantoro dan Supomo 2002. Metodologi Penelitian Bisnis . Yogyakarta :BPFE.

Keegan, Warren J. 2002. Global Marketing Manajement. New Jersey : Prentice Hall

Kotler, Philip. 2006. Manajemen Pemasaran Jilid I dan 2 Jakarta : Prenticehall

Kotler, Philip. 2007. Manajemen Pemasaran Jilid Edisi I2 Jilid I. Jakarta : Prenticehall

Kotler dan Amstrong 2006. Prinsip – Prinsip Pemasaran.Jakarta : PT Indeks

Kotler dan Amstrong 2007. Dasar- Dasar Pemasaran Edisi Kesembilan Jilid 7.Jakarta : PT Indeks

Ma’ruf, Hendri. 2006. Pemasaran Ritel. Jakarta : PT Gramedia Pustaka Utama.

Peter dan Olson. 2004.Perilaku Konsumen dan Strategi Pemasaran.Edisi 4 Jilid 1. Jakarta : Erlangga

Purba, Johanes S.2012.Analisis Pengaruh Persepsi Nilai Konsumen Terhadap Minat Beli Produk Private Labels Hypermarket Carrefour Di Kota Semarang. Skripsi Program S1 Fakultas Ekonomi dan Bisnis Universitas Diponegoro. ( tidak dipublikasikan)

Purwati & Rohmawati. (2012). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Motor Honda Matic Beat (Studi Kasus Pada PT. Nusantara Solar Sakti). Jurnal Ekonomi Dan Informasi Akuntansi (Jenius) Vol 2 No 3.

Sekaran, U. (2006). Metode Penelitian Bisnis. Jakarta: Salemba Empat

Sopiah, & Syihabudin. (2008). Manajemen Bisnis Ritel. Yogyakarta: CV ANDI OFFSET. Sondoh

Sugiama, A. Gima. (2008). Metode Riset Bisnis dan Manajemen. Bandung: Guardaya Intimarta

Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Bandung: Alfabeta.

------------. (2013). Metode Penelitian Kuantitatif Kualitatif R&D. Bandung: Alfabeta

------------.(2014). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D). Bandung: Alfabeta. Sunyoto

Tjipyono, Fandy. 1999. Strategi Pemasaran. Yogyakarta : Andi

Utami, Christina Whidiya. 2008. Manajemen Ritel ( Strategi dan Implikasi Ritel Modern ). Jakarta : Salemba Empat

Wu, Paul C.S et al., 2011, The Effect of Store Image and Service quality on Brand Image and Purchase Intention for private label brands, Journal of Marketing Research, Vol 19 pp 30 – 39.

Yoo, B., Donthu, N dan Lee, S. 2000. An Examination off Selected Marketing Mix Elements and Brand Equalty. Journal of the Academy of Marketing Science. Vol 28 No 2 pp 195 – 211

http://digilib.polban.ac.id/download.php?id=17449

http://bba.telkomuniversity.ac.id/id/capstone-database/skripsi-mahasiswa-tahun-2016/




DOI: http://dx.doi.org/10.31602/alsh.v3i2.1202

Refbacks

  • Saat ini tidak ada refbacks.


Al-Ulum : Jurnal Ilmu Sosial dan Humaniora by https://ojs.uniska-bjm.ac.id/index.php/ALSH is licensed under is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.