PENGARUH HARGA PRODUK, RISIKO PERSEPSIAN, DAN KUALITAS PERSEPSIAN TERHADAP NIAT PEMBELIAN PRODUK PRIVATE LABEL BRANDS

Nuraini, Diah, Dr. Sahid Susilo Nugroho, M.Sc

2007 | Skripsi | S1 Management

Menghadapi dunia retailing yang semakin menantang dan kompetitif ini, para retailer harus mencari strategi-stategi baru. Salah satu strategi yang diterapkan adalah Private Label Brands (PLBs). Para retailer menggunakan strategi tersebut karena berpotensi meningkatkan loyalitas terhadap toko, keuntungan jaringan, kontrol terhadap ruang pemajangan produk, dan meningkatkan kekuatan penawaran terhadap perusahan-perusahaan manufaktur. Tujuan dari penelitian ini adalah untuk meneliti pengaruh harga produk, risiko persepsian, dan kualitas persepsian terhadap niat pembelian produk PLBs. Penelitian ini dilakukan di Yogyakarta. Kuesioner tertutup digunakan untuk memperoleh data primer yang dibutuhkan. Sebanyak seratus lima puluh pelanggan details (produk PLBs dari Matahari Department Store) berpartisipasi dalam pengisian kuesioner.Data dianalisis menggunakan Analisis Regresi Linier Berganda. Hasil dari penelitian ini mengindikasikan bahwa: (1) Harga produk tidak berpengaruh secara positif terhadap niat pembelian produk PLBs; (2) Risiko persepsian berpengaruh secara positif terhadap niat pembelian produk PLBs; (3) Kualitas persepsian berpengaruh secara positif terhadap niat pembelian produk PLBs. Implikasi secara teoritis dan manajerial didiskusikan dalam penelitian ini. Kata kunci: Private Label Brands, harga produk, risiko persepsian, kualitas persepsian, niat pembelian.

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 to increase store loyalty, chain profitability, control over shelf space, and bargaining power over manufacturers. The objective of this study is to examine the effect of price, perceived risk, and perceived quality on purchase intention toward private label brands"s product. This research study was held in Yogyakarta. Closed questioner is used to get the primary data needed. A hundred and fifty customer of details (Matahari Department Store"s PLBs product) participated in the filling of the questioner.

The data were analyzed by using multiple linier regression analysis. Results of this study indicate that: (1) Price is not positively affecting on purchase intention toward PLBs"s product; (2) Perceived risk positively affecting on purchase intention toward PLBs"s product; (3) Perceived quality positively affecting on purchase intention toward PLBs"s product. Theoretical and managerial implications are discussed in this study. Keywords: Private Label Brands, price, perceived risk, perceived quality, purchase intention.

Kata Kunci : Private Label Brands, price, perceived risk, perceived quality, purchase intention, Private Label Brands, harga produk, risiko persepsian, kualitas persepsian, niat pembelian