Customer Value and Intention to Buy Private Label Products

DOI

10.2991/assehr.k.210617.021How to use a DOI?

Keywords

customer value, private label products

Abstract

A company’s competitive advantage can be generated in two ways: by creating private label products and by creating superior customer value. Superior customer value can drive purchase intention and create customer satisfaction and loyalty. The purpose of this study is to determine a), the most dominant dimension in forming customer value variables and b), how much influence customer value has on purchase intention of private label products in modern stores. The data collection method used questionnaires to 100 consumers who bought private label products in modern stores. Hypothesis testing used the statistical tool Structural Equation Model with the Partial Least Square (SEM - PLS) approach. The results show that the most dominant dimension in shaping the customer value variable is the performance value, and customer value has a significant effect on the purchase intention of private label products.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nina Maharani
AU  - Arief Helmi
AU  - Asep Mulyana
AU  - Meydia Hasan
PY  - 2021
DA  - 2021/06/19
TI  - Customer Value and Intention to Buy Private Label Products
BT  - Proceedings of the Social and Humanities Research Symposium (SORES 2020)
PB  - Atlantis Press
SP  - 103
EP  - 107
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210617.021
DO  - 10.2991/assehr.k.210617.021
ID  - Maharani2021
ER  -