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IJSTR >> Volume 4 - Issue 5, May 2015 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Role Of Retail Image And Customer Trust On Purchase Intention Of Private Label Product

[Full Text]



Eri Besra, Dwi Kartini, Meydia Hasan



Keywords: Retail Image, Customer Trust, Purchase Intention, Private Label.



Abstract: This study aims to assess the effect of the image of the retail and consumer trust in buying interest private label products. The study was conducted on 346 retail consumers who buy private label products in Bandung, Indonesia. Sampling technique used is proportional random sampling. Survey methods used to obtain primary data by distributing questionnaires. In deep interviews were conducted to strengthen the finding. Data was analyzed by structural equation modeling. The model showed a significant effect of retail image on customer trust of private label products. A significant difference between the retail image and purchase intention of private label products and significant relationship between consumer trust and purchase intention of private label products.



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