Analisa Factor Yang Mempengaruhi Niat Pembelian Kembali Pada Private Label
DOI:
https://doi.org/10.22441/jimb.v6i1.7660Abstrak
Keberadaan produk dengan merek private label menjadi prioritas tersendiri bagi para ritailer, karena selain dapat membantu untuk meningkatkan jumlah kunjungan dan penjualan di toko, juga dapat meningkatkan loyalitas pelanggannya. Perkembangan private label yang sangat pesat dapat terlihat dari semakin banyaknya jenis produk private label yang dipasarkan. Namun perkembangan penjualan produk-produk private label di Toko Alfamidi masih belum memuaskan dan cenderung stagnan perkembangannya secara nasional. Kondisi masih rendahnya tingkat konsumsi produk private label Alfamidi, padahal perusahaan telah melakukan pendekatan dengan berbagai aktivitas promosi. Berkaitan dengan hal tersebut tujuan dari penelitian ini adalah untuk mendapatkan model niat pembelian kembali dan mengetahui pengaruh kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek terhadap niat pembelian kembali produk private label. Penelitian ini dilakukan dengan pendekatan kuantitatif dan teknik pengumpulan datanya survey penyebaran kuisioner pada 100 responden di lokasi penelitian Toko Alfamidi di Kota Tangerang. Hasil penelitian menunjukkan bahwa adanya pengaruh signifikan antara kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek terhadap niat pembelian kembali produk private label.
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