PENGARUH CITRA TOKO DAN KUALITAS PELAYANAN TERHADAP KEPERCAYAAN PELANGGAN SERTA NIAT BELI PRODUK PRIVATE LABEL ALFAMART

I Gede Wiratama (Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia)
Ketut Rahyuda (Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia)
Ni Nyoman Kerti Yasa (Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia)

Buletin Studi Ekonomi
VOL.22.NO.2. AGUSTUS 2017 (PP 113-261)

Alfamart is one of the biggest retail company in Indonesia that has private label products as a corporatecompetitive strategy. The sales of Alfamart’s private label products still below the national products.Therefore, the company should develop internal and external strategies to increase customer purchaseintention toward Alfamart’s private label products.The purpose of this study was to describe the effectsof store image and service quality to customer trust and purchase intentions toward private label products.This study used 200 respondents with purposive sampling technique and analyzed by Structural EquationModeling (SEM). The results showed that the effects of store image and service quality were significantlypositive on customer trust and customer purchase intention, as well as the effect of customer trust wassignificantly positive on customer purchase intention. Research implication showed that the organizationshould manage internal and external factor to increase purchase intention.Keywords: store image, service quality, customer trust, purchase intention