PENGARUH HARGA, PROMOSI, DAN CITRA MEREK TERHADAP MINAT BELI PRODUK PRIVATE LABEL BRIGHT STORE

Riyan Akbar Vianta, . (2024) PENGARUH HARGA, PROMOSI, DAN CITRA MEREK TERHADAP MINAT BELI PRODUK PRIVATE LABEL BRIGHT STORE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this study was to analyze the effect of price, promotion and brand image on purchase intention of private label products at Bright Store, one of the retail stores operated by PT Pertamina Retail. Private brands are becoming increasingly important in modern marketing strategies because they offer competitive quality and lower price alternatives to national brand products. The sample of this research is consumers (a total of 200 respondents) who have and have not purchased Brightstore private label products in DKI Jakarta. This research is quantitative research using primary data. The sampling method that uses non-probability sampling techniques is called the purposeful sampling method. Data collection is done using Google Forms and data analysis techniques using descriptive and inferential analysis. Data processing was carried out using the SmartPLS 4.0 software test tool and the results obtained that (1) price has a significant effect on purchase intention of 0.364, (2) sales promotion has a significant effect on purchase intention of 0.257, and (3) brand has a significant effect on purchase intention of 0.364. significant effect on purchase intention of 0.257. It has a significant effect of 0.207 on purchase intention. The R-squared value calculated for the price, advertising and brand image variables contributes 51.3% to purchase intention while the remaining 48.7% is influenced by other variables not considered in this study. Keywords: Price, Promotion, Brand Image, Purchase Intention, Private Label, Bright Store.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil; 2110111265] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Prasetyo Hadi] [Penguji 2: Lina Aryani]
Uncontrolled Keywords:	Price, Promotion, Brand Image, Purchase Intention, Private Label, Bright Store.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	RIYAN AKBAR VIANTA
Date Deposited:	17 Jan 2025 08:37
Last Modified:	03 Mar 2025 07:56
URI:	http://repository.upnvj.ac.id/id/eprint/34251

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