Customer Value and Intention to Buy Private Label Products
- 10.2991/assehr.k.210617.021How to use a DOI?
- customer value, private label products
A company’s competitive advantage can be generated in two ways: by creating private label products and by creating superior customer value. Superior customer value can drive purchase intention and create customer satisfaction and loyalty. The purpose of this study is to determine a), the most dominant dimension in forming customer value variables and b), how much influence customer value has on purchase intention of private label products in modern stores. The data collection method used questionnaires to 100 consumers who bought private label products in modern stores. Hypothesis testing used the statistical tool Structural Equation Model with the Partial Least Square (SEM - PLS) approach. The results show that the most dominant dimension in shaping the customer value variable is the performance value, and customer value has a significant effect on the purchase intention of private label products.
- © 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
TY - CONF AU - Nina Maharani AU - Arief Helmi AU - Asep Mulyana AU - Meydia Hasan PY - 2021 DA - 2021/06/19 TI - Customer Value and Intention to Buy Private Label Products BT - Proceedings of the Social and Humanities Research Symposium (SORES 2020) PB - Atlantis Press SP - 103 EP - 107 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210617.021 DO - 10.2991/assehr.k.210617.021 ID - Maharani2021 ER -