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

Abstract

Alfamart is one of the biggest retail company in Indonesia that has private label products as a corporate
competitive 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 purchase
intention toward Alfamart’s private label products.The purpose of this study was to describe the effects
of 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 Equation
Modeling (SEM). The results showed that the effects of store image and service quality were significantly
positive on customer trust and customer purchase intention, as well as the effect of customer trust was
significantly positive on customer purchase intention. Research implication showed that the organization
should manage internal and external factor to increase purchase intention.
Keywords: store image, service quality, customer trust, purchase intention