Effects of Consumer Behavior Using CDP in Determining Decisions to Purchase Private Label Products A Case: Indomaret Retail Company Levana Ghiffarini Kurniawan. SE, Prof. Dr. Hj. Ratih Hurriyati, MP Dr. Hilda Monoarfa, SE, M.Sc
Indonesian education university / Universitas Pendidikan Indonesia, Indonesia
Abstract
-- Indomaret is one of the big retail companies in
Indonesia. One of Indomaret^s efforts in developing its business
is by procuring and selling private label products . Retailers are
able to sell similar products by manufacturing products at lower
prices. This triggers consumer interest in the process of
purchasing the goods needed. Besides that, the manufacture
product has its advantages, namely loyal customers and a good
image in the community. Customer Behavior can describe
consumer decisions in determining decisions in the buying
process. The objectives of this study were: (1) to analyze the
components of the validity and reliability instruments , (2) to
analyze the customer purchasing decision process when
purchasing Indomaret private label products. The analytical
method used is a quantitative description of the CDP (
Customer Decision Process ). The results showed that the
promotion components, product composition completeness,
product availability information, visit intensity, buying process
decisions while in the store, and comparing products from other
brands and stores had invalid values. The results of the next
analysis are to determine the relationship and influence of the
model on the purchasing decision process by eliminating
invalid instrument components. The results of the analysis of
the CDP (Customer Decision Process) Model have a positive
and significant relationship and influence.
Keywords: Keywords: Indomaret, marketing, private label and product manufacture, CDP ( Customer Decision Process ), purchasing process.
Topic: Marketing Management, Relationship Marketing, Service Marketing
