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The consumers’ perception towards private label is considered important and therefore, it should be understood by the retailers. This is true when related to the price and quality of private labels. In addition, these factors are the main consideration when the consumers purchase the private label. This research focuses on investigating the effect of financial risk perception on value consciousness with price perception as moderating variable which is moderated also by purchase intention to private label. The criteria for the sample consist of such as women of 25 years old who shopped and bought private label in hypermarkets. This covers 150 respondents selected non-randomly. The results show that financial risk perception and value consciousness influence purchase intention. But, the price perception is not the moderating variable between financial risk perception and value consciousness. Thus, it can be concluded that price perception is not the moderating between financial risk perception and value consciousness toward purchase intention for private label brand for the consumers in hypermarkets in Surabaya.

journal of economics, business and accountancy ventura

INTENTION TO PURCHASE THE PRIVATE LABEL BRAND: THE ROLES OF FINANCIAL RISK PERCEPTION, PRICE, AND VALUE CONSCIOUSNESS FOR CONSUMERS OF HYPERMARKET IN SURABAYA