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Private label is well known as one of the strategies to expand the market as well as strengthen brand image and store image within stiff competition of retail business. Due to its lower price, the private label could harm perceived quality and affect customer purchase intention. This study aims to examine the relationship among these variables: perceived price, perceived quality, brand image, and store image on the purchase intention of private label. Primary data from 200 respondents was taken with simple random sampling analyzed using linear regression after performed the validity and reliability test. All hypothesis being studied show a positive and significant influence.

The influence of perceived price, perceived quality, brand image, and store image on the purchase intention of Hypermart private label