Pengaruh kesadaran nilai, kesadaran harga, inovasi konsumen, dan variasi kualitas terhadap sikap konsumen private label ; (Studi kasus Giant Hypermarket, Margo City, Depok)

Deskripsi

This study researched factors influencing private label consumer?s attitude. There are four factors chosen as the independent variables, value consciousness, price consciousness, consumer innovativeness, and quality variation. The purpose of this cross sectional study is to test the effect of those factors in consumer?s attitude of Giant Hypermarket, Margo City, Depok in food and non food categories. By multiple regression analysis, the findings revealed that value consciousness and price consciousness didn?t affect consumer?s attitude for both categories. Quality variation has significance relationship in predicting consumer?s attitude for both categories and consumer innovativeness only influenced consumer?s attitude in non food category. The results suggest retailer to improve their private label product quality.Ada tabel