ANALISIS PENGARUH PERCEIVED RISK DAN PRICE CONSCIOUSNESS PADA PEMBELIAN ULANG PRODUK PRIVATE LABEL BRANDS (PLBs)
Fajriyah, Jamilatul (Adv.Tur Nastiti, S.E., M.Si), Tur Nastiti, S.E., M.Si
Menghadapi dunia retailing yang semakin kompetitif ini para retailer harus
rnencari strategi - strategi baru. Salah satu strategi yng di terapkan adalah Private Label
Brands (PLBs), para retailer menggunakan keuntungan jaringan, kontrol pada ruang
pemajangan produk dan meningkatkan kekuatan penawaran terhadap perusahaanperusahaan
manufaktur.
Tujuan penelitian ini adalah untuk meneliti pengaruh perceived risk dan price
consciousness terhadap pembelian produk PLBs. penelitian ini dilakukan di Yogyakarta,
kuesioner tertutup digunakan untuk memperoleh data primer yang dibutuhkan sebanyak
seratus tiga puluh pelanggan Hero save (produk PLBs dari Hero Supermarket)
berpartisipasi dalam pengisian kuesioner.
Data dianalisis menggunakan analisis regresi linear, hasil dari penelitian ini
mengindikasikan bahwa (1) perceived risk tidak memiliki pengaruh terhadap pembelian
ulang produk PLBs. (2) price consciousnees memiliki pengaruh positif signifikan
terhadap pembelian ulang produk PLBs. Implikasi secara teoritis dan manajerial
didiskusikan dalam penelitian ini.
Kata kunci : Private Label Brands, perceived risk, dan price consciousnees
Facing this more and more challenging and competitive retailing world, retailers
must look for new strategies. One of this strategy is Private Label Brands (PLBs).
Retailers use this strategy because of their potential increase store loyalty, chain
profitability, control over shelf space, and bargaining power over manufacturers.
The objective of this study is to examine Influence of perceived risk and price
consciousness on re-buying private label brand's product. This research study was held in
Yogyakarta. Closed questioner is used to get the primary data needed. A hundred and
thirty customer of Hero save (Hero Supermarket of PLBs product) participated in the
filling of the questioner.
The data were analyzed by using linier regression analysis. Results of this study
indicate that: (1) Perceived Risk is not influence on re-buying PLBs product; (2) Price
Consciousness influence positively on re-buying PLBs product. Theoretical and
managerial implications are discussed in this study.
Keywords: Private Label Brands, Perceived Risk, Price Consciousness.
Kata Kunci : Private Label Brands, perceived risk, dan price consciousnees
