Abstract
Indonesian retail business has been growing with the increase in the number of retailers that exist. The presence of these retailers create more private label products in Indonesia. Private label is one of retailer’s strategy to build loyalty with consumers. The objective of this
study is to find out consumers perception about Indomaret’s private label products than similar
product from national brand.
The study involved 11 respondents from the consumer of Indomaret Salatiga. The data obtained by focus group discussions and analyzed using content and thematic analysis.
The study showed that while confront with two similar products, consumers prefer
national brand products than Indomaret’s private label products. The study also shows consumers perception of Indomaret private label products and national brand products. Perceived quality, price, packaging, and functional value are used as a factor influencing consumers purchasing decisions.
Consumers perception of private label products Indomaret can be used to develop a
brand identity Indomaret’s private label products.
