Impact Privat Label Brand Dimension toward Purchase Decision (Survey on Consumers Indomaret Plus Lembang)
Firliandini, Ratih Hurriyati, Hilda Monoarfa

Universitas Pendidikan Indonesia (UPI)

Abstract

This research is motivated by the low level of public purchasing decisions by looking at the Retail Sales Growth data in 2021 from CEIC. This study aims to determine the effect of private label brands with five dimensions, product quality, selling price, presentation, promotion and package on purchasing decisions for private label products. The research method used is an explanatory survey with a quantitative approach and using a questionnaire as a data collection tool. The population on this study is Indomaret Lembang consumers in April, the sample was taken using purposive sampling technique as many as 71 respondents. The results showed Private Label Brand has a positive and significant effect on purchasing decisions. Selling price dimension is the highest contribution and package dimension is the lowest contribution in private label purchasing decisions.

Keywords: privat label- product quality- selling price- presentation- promotion- package- purchase decision

Topic: Marketing Management