Pengaruh Display, Kepercayaan Merek, Keakraban Merek, Persepsi Harga Terhadap Intensi Pembelian dan Pembelian Tak Terencana

Abstract

For the last 10 to 15 years, big retail stores have started to sell their own private brand or store brand products. These products have become a popular choice among the majority of buyers. Buyers seem to have developed brand trust on store brand products as an alternative to the more expensive well-known brand products. The objective of this study is to find out how significant the influence of display, brand trust, brand familiarity, and price perception are on the buying intention and impulsive buying of private brand products. The study involved 150 respondents from the customers of Indomaret Salatiga, using factor analysis and multiple regression analysis. The study shows that display and brand familiarity significantly influence the buyingintention of store brand products while brand trust and price perception have no significant influence on buying intention of the store brand products. This study also found that buying intention and price perception significantly influenced the impulsive buying of the store brand products while display have no significant influence on impulsive buying. The result of the study therefore suggested that in order to increase display, brand trust and price perception, which significantly influences the customers' buying decision, Indomaret should give more attention to product familiarity in order to build a clear and strong brand image.