Rochmad Rochmadon


The strategy undertaken by Indomaret to improve retail image, namely making private label products, is a form of innovation from retailers determining the right strategy to win in competition and classifying stores into convenience stores, which are shops that provide daily necessities. Ranging from food, drinks, and household needs. The purpose of this study was to determine the effect of Indomaret's private label and convenience store on Indomaret's retail image either partially or simultaneously.

This research was conducted on Indomaret consumers in Madiun City. Data collection techniques using a questionnaire. Data analysis uses multiple regression analysis, t test and coefficient of determination.

The results showed that: (1) Private label has a positive and significant effect on Indomaret's retail image in Madiun City; (2) Convenience store has a positive and significant effect on Indomaret's retail image in Madiun City; (3) Private label and convenience store has a positive and significant effect on retail image Indomaret in Madiun City.

Keywords: private label, convenience store, retail image


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