Store Brand Familiarity as a Moderating Variable on the Effect of Personal Involvement on Store Brand Buying Intention

Muhartini Salim ()
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Muhartini Salim: University of Bengkulu, Indonesia Author-2-Name: Praningrum Author-2-Workplace-Name: University of Bengkulu, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective - This study aims to examine the influence of personal involvement and store brand familiarity on store brand buying intentions at a store named Indomaret in Bengkulu City. This study also examines how store brand familiarity, as a moderating variable, influences personal involvement of store brand purchases. Methodology/Technique - The data in this study is obtained from a questionnaire distributed to 200 respondents who shop for store brand products at Indomaret in Bengkulu City. The method of analysis used is the SmartPLS 2.0 as a statistical technique was used to identify the variables studied. Findings - The results clearly show that personal involvement and store brand familiarity both have a partial effect on store brand buying intention. Further, store brand familiarity does not have a moderating effect on personal involvement in store brand buying intention. Novelty - The findings of this study are the first to identify store brand familiarity as moderating variable in the study of the influence of personal involvement on store brand buying intention.

Keywords: Personal Involvement; Store Brand Familiarity; Store Brand Buying Intention. (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Pages: 10
Date: 2018-09-29
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-sea
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Published in Journal of Management and Marketing Review, Volume 3, Issue3

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