Dina Mellita ¹

dinamellita@mail.binadarma.ac.id

Andrian Noviardy²

Andrian_noviardy@mail.binadarma.ac.id

Faculty of Economics

Bina Darma University

Abstract. Some literatures has recognized the advantages offered by private brand strategy in building customer’s shopping preference. This study investigates the impact of private brand strategy for retail marketing through brand equity to explore customer’s shopping preference and it uses structural equation model to analyze the model’s appropriateness. This study presents a concept and measurement using information from the customer of two hypermarket in and proposes methodological and statistical procedures for measuring the relationships in order to help researchers for an overall picture. This proposed model displays the rigorous and robust method of SEM and the statistically significant level of the model fits into the likert scale. Decriptive statistics found out that customer did not satisfied with the private brand strategy of the hypermarket due to their presentation of the product.  Thus,  finding of the study show that private brand strategy has a positive effect on brand equity and also has indirect effect on customer’s shopping preference.Empirical findings contribute some important extentions to image relationship in private brand in retail channel .

Key words: Private brand, strategy, brand equity, customers’ shopping preference

Kesimpulan

Strategi private label yang dijalankan oleh hypermarket yang ada di kota Palembang cukup rendah. Kemasan yang kurang berkualitas merupakan penyebab utama dalam menjalankan strategi ini. Kemasan yang dibuat secara sederhana tidak mendapat respon positif dari konsumen. Sedangkan dari sisi kualitas, responden menganggap kualitas produk private label tidak berbeda jauh dengan merek nasional  lainnya.

Daftar Rujukan

Aaker, A. David. 2008. Manajemen Ekuitas Merek. Alih Bahasa Oleh Aris Ananda. Jakarta. Mitra Utama.

Chen-Cing Liang. 2009. Journal Strategic Thingking Leading to Private Brand Strategy That Caters For Customers Shopping Preferences in Retail Marketing.

Narasimhan,C.Wilcox,R.T. 1998. Private Labels and the Channel Relationship a Cross – Category Analysis. Journal of Bussiness.

Talha Harcar,Ali Kara,Orsay Kucukemiroglu. 2004. Consumer’s Perceived Value and Buying Behavior of Store Brands.