The Effect of Store Image, Familiarity with PLB, Price Consciousness,Perceived Quality and Risk, on willingness to buy Superindo Products private label brands (PLBs) (Applied study on Superindo Semarang)

Private label brands are products sold in a store/retailer with a brand name explicitly created by the store/retailer, and This is a retailer's strategy to optimize profit maximization. The term of private label is not so familiar to Indonesian people, especially by consumers in Semarang, because it tends to be known as the store brand. The purpose of this resarch is to analyze the level of willingness or intention of consumers in buying Superindo private label brand products by consumers in Semarang by mediating attitudes towards private label brands. This study uses quantitative research to determine the relationship between the impression of stores familiar with PLB, the quality and perceived risks, and price consciousness through attitudes towards buying a private label brand. This study using a 31-item questionnaire and purposive sampling method. The data was collected from 150 respondents living in Semarang. The data was analyzed using the Smart pls algorithm, blindfold, and bootstrap tests. The results showed that perceived risks and price considerations had no significant effect on attitudes towards the intention or willingness to buy private label brand products. Meanwhile, the store's impression and familiarity with PLB significantly affect the quality felt and mediated attitude towards the willingness or intention to buy PLB products