PENGARUH PRICE CONSCIOUSNESS, VALUE CONSCIOUSNESS, QUALITY VARIATION, TRUST DAN PRIVATE LABEL ATTITUDE TERHADAP PURCHASE INTENTION PADA PRODUK PANGAN DENGAN PRIVATE LABEL

Abstract

Abstract. The objectives of this study are to 1) analyze effect of price consciousness,
value consciousness, quality variation, trust and private label attitude on purchase
intention toward food private label, 2) identifies the differentiation of latent-variables
between hypermarket and minimarket. Descriptive analysis, covariance based SEM and
Mann Whitney test were used in data analysis. This research used 182 respondent and
quota sampling method. The results show that 1) significantly quality variation and
trust has influence on private label attitude and private label atttitude has influence on
purchase intention, 2) the result of Mannn Whitney test show that trust variable, private
label attitude variable and purchase intention variable are perceived differently by the
hypermarkets consumer and minimarkets consumer.
Keywords: Mann Whitney, private label, purchase intention, SEM
Abstrak. Penelitian ini bertujuan untuk 1) menganalisis pengaruh kesadaran harga,
kesadaran nilai, keragaman mutu, trust dan private label attitude terhadap minat beli
pada food private label, 2) mengidentifikasi perbedaan variabel-variabel laten diantara
kategori hypermarket dan minimarket. Analisis deksriptif, covariance base SEM dan
uji Mann Whitney digunakan untuk menganalisis data. Penelitian ini menggunakan
total responden sebanyak 182 orang. Metode penarikan contoh menggukan quota
sampling. Hasil penelitian menunjukkan bahwa 1) keragaman mutu dan trust
berpengaruh signifikan terhadap private label attitude dan private label attitude
memiliki pengaruh yang signifikan terhadap minat beli; 2) Hasil uji Mann whitney
menunjukkan bahwa variabel trust, private label attitude dan minat beli dipersepsikan
berbeda oleh konsumen hypermarket dan minimarket.
Kata Kunci: Mann Whitney, private label, purchase intention, SEM