Layanan journal yang disediakan oleh Perpustakaan Universitas Gunadarma
| Judul Artikel | : | CONSUMER'S PERCEIVED VALUE AND BUYING BEHAVIOR OF STORE BRANDS : AN EMPIRICAL INVESTIGATION |
|---|---|---|
| Judul Terbitan | : | Journal of Business Strategy and Execution |
| ISSN | : | 1979-6854 |
| Bahasa | : | IND |
| Tempat Terbit | : | Jakarta |
| Tahun | : | 0000 |
| Volume | : | Vol. 1 Issue 2 0000 |
| Penerbit | : | BINUS BUSINESS SCHOOL |
| Frekuensi Penerbitan | : | Â |
| Penulis | : | Wahyu Adhi Nugroho & Luki Safitri Wihandoyono |
| Abstraksi | : | Buying processes in grocery shopping involve many factors relating to the final decision of the consumers and those aspect influence consumer Perceveid Value and their buying behavior on ddeciding which type of product they would buy. Store brands existence as an optionin today modern grocery shopping have an important position in retail strategy now a days and the role have increased during the dvelopment of modern grocery strores in Indonesia. Therefore, understanding strore brand buyer behavior is an essential topic for marketers and researchers. Demographic Profilling, Mean Value Analysis, Reliability Analysis, Factor Analysis - Principal Component Analysis (Varimax Method), Multiple Linear Regression are used in this research. Dominating, significant variables revealed, pattern of relationship showed. In overall, the findings shows that consumer's perceived value contribute positively to their perception of store brands and the better knowledge on the aspect of store brand product due to their past experience in purchasing the items lead to positive perception which eventually will lead to good possibility for them in re-purchasing store brands products in the future. |
| Kata Kunci | : | Store brand; consumer perceived value (CPV); buying behavior |
| Lokasi | : | P216 |
| Terakreditasi | : | belum |