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Analisis pengaruh store image dan store brand price image terhadap purchase intention pada private label brand di Indonesia : studi kasus Watsons Personal Care Indonesia
This thesis discusses the influence of store image and store brand price-image on purchase intention of private label brand products. Using statistical methods to investigate structural equational model of direct effects of store image and store brand price-image and the indirect effect of perceived risk on purchase intention in a private label product, the results showed that the store price image and store brand image has a positive effect and directly influence the intention to purchase without going through perceived risk. Implications for managerial and policy makers related strategies for private label brand products will also be discussed.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8431 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Brands Retailing Purchase intension Store image : private label brand |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvii, 159 p. : diagr. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |