PENGARUH PRODUCT PERCEIVED QUALITY DAN CITRA TOKO TERHADAP MINAT BELI PRODUK LABEL PRIBADI INDOMARET TANAH GROGOT

Jumai Latte

Abstract


Tujuan penelitian ini adalah 1) untuk mengetahui pengaruh product perceived quality terhadap citra toko 2) untuk mengetahui pengaruh citra toko terhadap minat beli 3) untuk mengetahui pengaruh product perceived quality terhadap minat beli. Tipe penelitian yang digunakan adalah eksplanatory. Populasi dan sampel dalam penelitian ini adalah konsumen Indomaret Tanah Grogot dengan jumlah sampel 115 orang dan teknik pengambilan sampel dengan teknik sampling aksidental. Teknik analisa data dalam penelitian ini menggunakan Stuctural Equation Modeling (SEM) dengan software Smart Partial Least Square (Smart PLS) versi 2.0 M3. Hasil penelitian menunjukkan bahwa 1) Product perceived quality berpengaruh signifikan terhadap citra toko, besar pengaruhnya yaitu 68,65%. 2) Citra toko berpengaruh signifikan terhadap minat beli produk label pribadi, besar pengaruhnya yaitu 27,67%. 3) Product perceived quality berpengaruh tidak signifikan terhadap minat beli produk label pribadi besar pengaruhnya yaitu 16,75%.

 

Kata kunci: Product perceived quality, citra toko, minat beli produk label pribadi

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DOI: http://dx.doi.org/10.31602/atd.v2i2.1353

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