| Summary: | Developing the Private Label Brand is a strategy set by retailers to
achieve higher profitability. This Private Label Brand is a product brand whose
name is taken from the name of the retailer. Hence, researcher wanted to know
the influence of attitudes, brand consciousness, perception of value and Private
Label Brand image on consumer intention to buy the Private Label Brand
product.
This study was conducted at three retail stores located in Yogyakarta that
is Carrefour, Superindo, and Giant. Total samples of this study were 450
respondents, consisted from 150 consumers of Carrefour, 150 consumers of
Superindo, and 150 consumers of Giant. The non-probability sampling was used
in this study
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