Analysis the impact of private brand strategy of retail channel in creating customers’ shopping preference  

Oleh:

Mellita, Dina ; Noviardy, Andrian

Jenis: Article from Proceeding
Dalam koleksi: Call For Papers dan Seminar Nasional : Pengelolaan Industri Kreatif Sebagai Penunjang Stabilitas Sistem Keuangan, page B023.
Topik: Private Brand; Strategy; Brand Equity; Customers’ Shopping Preference
Fulltext: 23_ANalisisTheImpactPrivateBrand.pdf (93.2KB)

Isi artikel

Some literatures has recognized the advantages offered by private brand strategy in building customer’s shopping preference. This study investigates the impact of private brand strategy for retail marketing through brand equity to explore customer’s shopping preference and it uses structural equation model to analyze the model’s appropriateness. This study presents a concept and measurement using information from the customer of two hypermarket in and proposes methodological and statistical procedures for measuring the relationships in order to help researchers for an overall picture. This proposed model displays the rigorous and robust method of SEM and the statistically significant level of the model fits into the likert scale. Decriptive statistics found out that customer did not satisfied with the private brand strategy of the hypermarket due to their presentation of the product. Thus, finding of the study show that private brand strategy has a positive effect on brand equity and also has indirect effect on customer’s shopping preference.Empirical findings contribute some important extentions to image relationship in private brand in retail channel.

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