Customer Value and Purchase Intention on Private Label Products Nina Maharani, Arief Helmi, Asep Mulyana, Meydia Hasan
Universitas Islam Bandung, Universitas Padjadjaran
Abstract
A company^s competitive advantage can be generated in two ways, namely creating private label products and superior customer value. Making private label means getting the specialty of a product and having our own identity, whereas creating superior customer value can drive purchase intention, build customer satisfaction and loyalty. The purpose of this study is to determine the most dominant dimension informing customer value variables and how much impact customer value has on purchase intention of private label products in modern stores. This study applies data collection method of questionnaires to 100 consumers who buy private label products in modern stores. Meanwhile, the hypothesis testing used is statistical tool Structural Equation Model with Partial Least Square (SEM - PLS) approach. The results show that the most dominant dimension in shaping the customer value variable is performance value, and customer value has a significant effect on the purchase intention of private label products.
Keywords: Customer value, private label products
Topic: Economic Welfare in Terms of Islamic Perspective
