THE IMPACT OF PERCEIVED QUALITY, PERCEIVED VALUE, PERCEIVED PRICE AND PERCEIVED RISK TOWARDS PURCHASE INTENTION OF STORE BRANDS (A CASE STUDY OF CARREFOUR IN S.PARMAN)

Abstract

Indonesia retail business has growing rapidly shows by the increasing of retail number in Indonesia. These retail developing in line with the development of store brands in Indonesia. More and more retailers put their effort to develop and market new store brands. The purposes of the research are: (1) to find out whether perceived quality, perceived value, perceived price and perceived risk have impact on purchase intention of consumers to buy store brands. (2) To find out which factors have the most impact on purchase intention to buy store brands. In this study, researcher used four independent variables: perceived quality, perceived value, perceived price, and perceived risk. One dependent variable is purchase intention of store brands. This study conducted in Carrefour S. Parman. Primary data used is questionnaire and distributed to 354 respondents, which used simple random sampling as the sampling techniques. Primary data treated as ordinal categorical data that’s why to analyze it, researcher use Multinomial Logistic Regression analysis. The result of this study shows that perceived quality, perceived price, perceived value and perceived risk proved significantly affect purchase intention to buy store brands.