Tanti Handriana, Dr., SE., M.Si. and Ridho Adhire Hernowo (2008) Store Brand Use : Economic Benefit, Hedonic Benefit, and Cost for Indonesian Retailers. Proseeding "5th International Conference Service Systems and Service Management (ICSSSM)". p. 5. ISSN 978-1-4244-1671-4

	Text (Artikel) Tanti Handriana_karya Ilmiah 015.pdf Restricted to Registered users only Download (2MB)
	Text (Peer review) Tanti Handriana_Peer Review 015.pdf Restricted to Registered users only Download (577kB)

Abstract

Indonesia which is famous with large territory and huge citizens in amount of 200 ampount of 200 millions certainly will cause large amount of daily needs. This condition is followed up by retailers, that's what within 5 years it arises giant retailers such as Carefour, Hypermart, Alfamart, Giant etc. The arise of these giant retailers had stopped the domination of prodecers to consumers. One of the factors which has important role in the moving of strengh map to retailer is the extremely high growing of store brand. The store brand itself is defines as a product which owned by the retailers and labeled with its retail store. The arising problemis that not all of the consumers concern that money saving as the only reason of using store brand, and being assumed that consumer perseption toward economic benefit, hedonic benefit, and cost may become a prediction for using store brand to consumer. This research tries to find the influence of Economic Benefit, Hedonic Benefit, and cost toward using store brand to consumerin big retailers in Surabaya-Indonesia. This research uses questionnaire as the media of collecting data, while the sample in this research is the consumers who go shopping in the big retailers in Surabaya. Based on multiple linear regression statistics test, the research finding is that economic benefit, hedonic benefit and cost partially and simultaneosly have impact toward using store brand. Thus, the proposed hypothesis in this research can be proved.

Actions (login required)

View Item