Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020)

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Increasing Consumer Purchase Intention Through Private Label of Grocery: Empirical Evidence of Indonesian Consumers

Authors
Sukaris Sukaris, Fitri Dahlia, Budiyono Pristyadi, Al Kusani, Ahmad Qoni Dewantoro
Corresponding Author
Sukaris Sukaris
Available Online 8 March 2021.
DOI
10.2991/assehr.k.210304.115How to use a DOI?
Keywords
Private Label, Perceived Quality, Perceived Risk, Product Packaging, Store Image, Familiarity, Purchase Intention
Abstract

The use of brands in products today is dominated by manufacturing brands compared to private label products, however the use of private labels is becoming a trend among retailers in Indonesia, especially private label on grocery products for daily needs. This use for retailers has a double meaning that is one side as a way to win competition for retailers, one side is the use of private label as an attraction for consumers. The purpose of this study was to determine the increased interest in purchasing grocery’s private label products through perceived quality, perceived risk, packaging, store image and familiarity. The total sample consisted of 200 respondents who bought private label brands. Hypotheses are tested using multiple linear regression analysis modelling. The results of the regression show that perceived quality, perceived risk, store image and familiarity can increase purchase intentions on grocery’s private label products. This paper first explicitly examines the impact of the use of private label for the purchase of Indonesian consumers, especially grocery products.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 March 2021
ISBN
10.2991/assehr.k.210304.115
ISSN
2352-5398
DOI
10.2991/assehr.k.210304.115How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Sukaris Sukaris
AU  - Fitri Dahlia
AU  - Budiyono Pristyadi
AU  - Al Kusani
AU  - Ahmad Qoni Dewantoro
PY  - 2021
DA  - 2021/03/08
TI  - Increasing Consumer Purchase Intention Through Private Label of Grocery: Empirical Evidence of Indonesian Consumers
BT  - Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020)
PB  - Atlantis Press
SP  - 508
EP  - 512
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210304.115
DO  - 10.2991/assehr.k.210304.115
ID  - Sukaris2021
ER  -