ANTESEDEN WILLINGNESS TO BUY: STUDI EMPIRIS PADA KONSUMEN PRODUK PRIVATE LABEL SUPERINDO DI BEKASI

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh store image, familiarity with PLB, terhadap PLB perceived quality, PLB perceived risk, price counciousness, dan hubungan terhadap attitude toward PLB. Yang kemudian pada akhirnya dapat dianalisa hubungannya dengan willlingness to buy PLB oleh konsumen gerai ritel Superindo di Bekasi. Objek penelitian ini adalah produk private label Superindo. Pemilihan sampel menggunakan metode purposive sampling sebanyak 202 data yang merupakan konsumen yang pernah melakukan transaksi pembelian terhadap produk private label Superindo dan diperoleh melalui penyebaran kuisioner. Metode yang digunakan pada penelitian ini adalah dengan menggunakan structural equation modeling (SEM) AMOS. Temuan penelitian ini bahwa variabel store image tidak berpengaruh terhadap variabel perceived quality maupun perceived risk, dan variabel perceived risk tidak memiliki pengaruh terhadap attitude toward PLB pada pelanggan Superindo di Bekasi. Pengaruh PLB perceived quality terhadap attitude toward PLB tertinggi dibandingkan PLB perceived risk dan price counciousness.   The purpose of this study was to determine and analyze the effect of store image, familiarity with PLB, on PLB perceived quality, PLB perceived risk, price consciousness, and the relationship to attitude toward PLB. Which in the end can be analyzed in relation to the willlingness to buy PLB by consumers of Superindo retail outlets in Bekasi. The object of this research is Superindo's private label product. The sample selection using purposive sampling method as much as 202 data which are consumers who have made purchases of Superindo private label products and obtained through the distribution of questionnaires. The method used in this research is to use structural equation modeling (SEM) AMOS. The findings of this study are that the store image variable has no effect on the perceived quality and perceived risk variables, and the perceived risk variable has no effect on the attitude toward PLB for Superindo customers in Bekasi. The effect of PLB perceived quality on attitude toward PLB is highest compared to PLB perceived risk and price consciousness