The
purpose of this study is to investigate the price perception, perception of
quality, attitudes toward  and intention
to buy private label, and will further affect the private label loyalty. Four  hypotheses were developed and tested using the
data were collected from consumers who have tried private label located in
Indonesia. Data was analyzed using SEM
to test all hypotheses. Three of the all hypotheses are significant, just
only one hypothesis is reject (H2, Perception quality of private label to
intention to buy). The empiric research gives a challenge for private label to
further improve the quality of their products to align with the national brands
and the next able to  increase intention to buy and  consumer loyalty in private label

 


Key
words        : Private Label, Intention to Buy,  Private Label Loyalty