THE INFLUENCE OF PERCEIVED PRICE, BRAND RECOGNITION AND CONSUMER ATTITUDE ON PURCHASE INTENTION OF PRIVATE LABEL PRODUCT AT ALFAMIDI MANADO
Abstract: The growth of the
retail business provides various benefits to consumers to shop, but indirectly
will result in consumers' perceptions in the shop. Marketing is defined as a
process in society where the structure of demand for economic goods and
services is anticipated or enlarged and satisfied through the conception,
promotion, exchange and physical distribution of such goods and services.
Therefore, a business needs to take seriously the management of goods or
services offered to consumers. The purpose of this study is to determine
whether there is influence of perceived prices, brand recognition and consumer
attitudes toward the intention to buy private label products in Alfamidi Manado.
The method used is multiple linear regressions with the number of samples in
this study as many as 60 respondents as Alfamidi consumers, especially in
retailers Alfamidi Citraland Winangun Manado. The results of this study
indicate that the perceived price, brand recognition and consumer attitudes
have affect on the purchase intention of private label products. The perceived
price does not affect the purchase intention of private label products. Brand
recognition has a positive and significant impact on purchase intention of
private label products. Consumer attitudes have no effect on purchasing
intention of private label product products.
Keywords: marketing, purchase
intention, perceived price, brand recognition, consumer attitude
Penulis: Resilooy Marcho Vincensius,
Sifrid S. Pangemanan, Merinda Pandowo
Kode Jurnal: jpmanajemendd171050
