<![CDATA[Abstract. The objectives of this study are to 1) analyze effect of price consciousness,value consciousness, quality variation, trust and private label attitude on purchaseintention toward food private label, 2) identifies the differentiation of latent-variablesbetween hypermarket and minimarket. Descriptive analysis, covariance based SEM andMann Whitney test were used in data analysis. This research used 182 respondent andquota sampling method. The results show that 1) significantly quality variation andtrust has influence on private label attitude and private label atttitude has influence onpurchase intention, 2) the result of Mannn Whitney test show that trust variable, privatelabel attitude variable and purchase intention variable are perceived differently by thehypermarkets consumer and minimarkets consumer.Keywords: Mann Whitney, private label, purchase intention, SEMAbstrak. Penelitian ini bertujuan untuk 1) menganalisis pengaruh kesadaran harga,kesadaran nilai, keragaman mutu, trust dan private label attitude terhadap minat belipada food private label, 2) mengidentifikasi perbedaan variabel-variabel laten diantarakategori hypermarket dan minimarket. Analisis deksriptif, covariance base SEM danuji Mann Whitney digunakan untuk menganalisis data. Penelitian ini menggunakantotal responden sebanyak 182 orang. Metode penarikan contoh menggukan quotasampling. Hasil penelitian menunjukkan bahwa 1) keragaman mutu dan trustberpengaruh signifikan terhadap private label attitude dan private label attitudememiliki pengaruh yang signifikan terhadap minat beli; 2) Hasil uji Mann whitneymenunjukkan bahwa variabel trust, private label attitude dan minat beli dipersepsikanberbeda oleh konsumen hypermarket dan minimarket.Kata Kunci: Mann Whitney, private label, purchase intention, SEM]]>
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