Abstract
Abstract The purpose of this study is to investigate the price perception, perception of quality, attitudes toward consumer conviction value and intention to buy private label. Seven hypothesis were developed and tested using the data collected from consumers who have tried private labels in Indonesia. The Data was analyzed by SEM to test all the hypotheses. Four of all hypothesis were significant. The novely of the model gave proof that consumer conviction value could be a bridge of the research gap between attitudes and intention to buy. Perception quality of private label towards intention to buy was rejected from this empiric research. The empiric research gives a challenge for private label to further improve the quality of their products to align with the national brands and then it can increase intention to buy private label.
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