Hubungan antara Brand Image Private Label Indomaret dengan Proses Keputusan Pembelian Konsumen

Muhammad Satriananda, Moch. Rochim

Abstract


Abstract. Private label is a brand owned by the retailer. Products with the private labels created by the manufactures that have been contracted by retailers to produce products with the use of brand retailers such as Indomaret. Private Label Indomaret are not just made, but need to have the image of a brand can affect the consumer buying decision process. With the presence of private label products Indomaret, yet it can be said that the image of private label Indomaret affect the consumer buying decision process. Based on these phenomena, then the problem in this research is formulated as follows: (1) Is there a relationship between the Attributes of Private label Brands Indomaret with the consumer purchase decision process?(2) Is there a relationship between the Benefits of Private label Brands Indomaret with the consumer purchase decision process? (3) Is there a relationship between the Strength of Private Label Brands Indomaret with the consumer purchase decision process? (4) Is there a relationship between the Uniqueness of the Private Label Brands Indomaret with the consumer purchase decision process? Researchers using the method of correlation analysis techniques using quantitative approach. The selected population in this study is the consumer Indomaret Point Dipatiukur in September with 1.680 consumers. With the technique of sampling Slovin, the number of research samples was 96 consumers. Data collection techniques used in this research is questionnaires and interviews. The data analysis technique used in this research is technical analysis and descriptive technique analysis inferential. The results of this study are: (1) There is a positive relationship between the brand attributes Indomaret with the purchase decision process which belongs to the low category (2) There is a positive relationship between benefits of brand Indomaret with the consumer buying decision process which belongs to the medium category (3) There is a positive relationship between the strength of the brand Indomaret with the consumer buying decision process which belongs to the low category. (4) There is a positive relationship between the uniqueness of the brand Indomaret with the consumer buying decision process which belongs to the strong category.

Keywords: Brand Image Private Label, Consumer Buying Decision Process, Indomaret

Abstrak. Private label adalah merek yang dimiliki oleh peritel. Produk-produk dengan private label dibuat oleh manufaktur yang telah dikontrak oleh peritel untuk menghasilkan produk-produk dengan menggunakan merek peritel seperti Indomaret. Private Label Indomaret tidak hanya sekedar dibuat, tetapi perlu mempunyai citra merek agar dapat mempengaruhi proses keputusan pembelian konsumen. Dengan adanya produk private label Indomaret, belum dapat dikatakan bahwa citra dari private label Indomaret mempengaruhi proses keputusan pembelian konusmen. Berdasarkan fenomena tersebut, maka permasalahan dalam penelitian ini dirumuskan sebagai berikut: (1) Apakah ada hubungan antara Atribut Merek Private label Indomaret dengan proses keputusan pembelian konsumen? (2) Apakah ada hubungan antara Manfaat Merek Private label Indomaret dengan proses keputusan pembelian konsumen? (3) Apakah ada hubungan antara Kekuatan Merek Private Label Indomaret dengan proses keputusan pembelian konsumen? (4) Apakah ada hubungan antara Keunikan Merek Private Label Indomaret dengan proses keputusan pembelian konsumen?. Peneliti menggunakan metode teknik analisis korelasional dengan menggunakan pendekatan kuantitatif. Populasi yang dipilih dalam penelitian ini adalah konsumen Indomaret Point Dipatiukur pada bulan September sejumlah 1.680 konsumen. Dengan teknik pengambilan sampel yaitu Slovin diperoleh jumlah sampel penelitian sebanyak 96 konsumen. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner dan wawancara. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah teknis analisis deskriptif dan teknik analisis inferensial. Hasil dari penelitian ini adalah: (1) Terdapat hubungan positif antara atribut merek Indomaret dengan proses keputusan pembelian yang termasuk kategori rendah. (2) Terdapat hubungan positif antara manfaat merek Indomaret dengan proses keputusan pembelian konsumen yang termasuk kategori sedang. (3) Terdapat hubungan positif antara kekuatan merek Indomaret dengan proses keputusan pembelian konsumen yang termasuk kategori rendah. (4) Terdapat hubungan positif antara keunikan merek Indomaret dengan proses keputusan pembelian konsumen yang termasuk kategori kuat.

Kata Kunci: Brand Image Private Label, Proses Keputusan Pembelian Konsumen, Indomaret

Keywords


Brand Image Private Label, Proses Keputusan Pembelian Konsumen, Indomaret

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References


Tjiptono, Fandy. 2005. Pemasaran Jasa Edisi Pertama. Yogyakarta: Bayumedia Publishing.

Sciffman, L.G, Kanuk, L.L. 2004. Perilaku Konsumen Edisi 7.

Jurnal:

Keller, Kevin Lane. 1993. Conceptualizing, Measuring, and Managing Customer Based Brand Equity Vol 57. Journal of Marketing.




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