<![CDATA[The rapid development of retail has created intense competition between retail companies, both domestic and foreign. This requires the management of retail companies to develop strategies to survive in the retail industry, especially hypermarkets. The increasingly fierce competition in the modern retail market has encouraged a number of retailers to differentiate through the ownership of private label products. The purpose of writing this thesis is to determine the effect of private label price, private label familiarity, store image on purchase intention and product loyalty of private label hypermarkets in DKI Jakarta. Researchers collected a sample of 202 sample data from online questionnaires and direct questionnaires that had been distributed. To test this research, the researcher conducted a validity test, reliability test, determination coefficient test, correlation test and t-statistic test using SMART PLS Version 3.0. The results of the t test show that private label price, private label familiarity, store image have a significant effect on purchase intention and loyalty, the trust variable has a moderate effect on private label price, private label familiarity, store image on loyalty.]]>
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