MIX: Jurnal Ilmiah Manajemen (Oct 2016)

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

  • Mukhamad Najib,
  • Dharmawan Santoso

Journal volume & issue
Vol. 6, no. 2

Abstract

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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

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