ANALISIS PENGARUH PERSEPSI KUALITAS, HARGA DAN SIKAP  TERHADAP NIAT BELI PRODUK PRIVATE LABEL MEREK “GIANT” (Studi pada Pengunjung Hypermarket Giant Maspion Square Surabaya)

Competition in the world of retail business is now the longer the more strictly, makes its retail efforts mutually perpetrators vying to compete. Modern retail companies are using a new strategy using strategy issued its own products or commonly referred to as private label. The reason the retailers issuing private label products is to provide an alternative for consumers to get a more competitive price because it does not need promotion and brand positioning that requires large expenses. The purpose of this study is to analyze and discuss the influence of perceptions of quality, price and attitudes towards private label product purchase intentions Giant. Sampling technique used is accidental sampling with a sampling of non-probability. The sample used as many as 220 people respondents. The respondents in this study are consumers who are over 18 years old and the respondent had previously using products Giant with private label. But it has yet to make a purchase directly. The result of the research shows that the perception of quality, price and the attitude of influential positive on purchase intention.   Keywords: Perception of quality, price, attitude and purchase intention.&nbsp