Maestro Simanjuntak (2020) Analisa Pengaruh Price Image, Brand Image, Dan Perceived Risk Terhadap Purchase Intention Private Label Indomaret Melalui Mediasi Store Image. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

With a fast growing retail business, it also automatically drives the development of private label. Currently, there are various kinds of private label offered to consumers. Indomaret is one of the largest and most well-known minimarkets / retailers in Indonesia that also issues or sells its own private label products. The purpose of this study was to analyze the effect of price image, brand image, perceived risk on Indomaret's private label purchase intention through store image mediation. In this study, using a quantitative approach. And in taking the sample using non-probability sampling technique method with the type of purposive sampling with the criteria of the respondents are those who have ever bought or used private label, but have never bought or used Indomaret private label. The research instrument used was a questionnaire that was online. Respondents collected in this study as a whole 154 respondents who will be processed in this study. This research uses PLS testing technique. From the results of data processing shows that price image has a significant effect on store image and purchase intention, brand image variable has a significant effect on store image and purchase intention, perceived risk variable has a negative effect on store image and purchase intention, and store image variable has a positive effect on purchase intention and is proven to have a mediating influence.

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