[ABSTRAK
Giant Hypermarket merupakan jenis pasar serba ada yang dibuat denganformat modern. Didalam Giant hypermarket dijual berbagai macam produk danmerek. Dalam penjualan berbagai macam produk, Giant Hypermarket memberimerek nama produknya dengan nama Giant atau disebut dengan store brand atauprivate label brand. Dengan adanya berbagai macam merek yang dijual olehGiant Hypermarket, hal ini akan membuat persaingan diantara produk merekmanufaktur dengan produk merek Giant. Dalam memenangkan persaingan merekmaka Giant Hypermarket harus dapat mengetahui ekuitas produk merek tokonya.Komponen ? komponen yang membentuk ekuitas merek diantaranya persepsikualitas, kesadaran merek/asosiasi merek, dan loyalitas merek.Dari latar belakang permasalahan di atas, tujuan dari penelitian ini adalahmengetahui bagaimana pengaruh reputasi toko, citra komersial toko, dan citraharga toko terhadap pembentukkan ekuitas produk merek toko. Penelitianmenggunakan kuesioner dengan metode pengumpulan data yaitu mall interceptinterviews dengan responden sebanyak 200 responden. Teknik analisis yangdigunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkanbahwa reputasi toko, citra komersial toko, dan citra harga toko berpengaruh positifterhadap persepsi kualitas dan kesadaran merek. Selanjutnya adanya hubunganyang positif antara persepsi kualitas dan kesadaran merek terhadap loyalitasmerek. Dalam pembentukan ekuitas produk merek toko, maka terdapat hubunganpositif diantara persepsi kualitas, kesadaran merek, dan loyalitas merek terhadapekuitas produk merek toko. Penelitian ini diharapkan dapat memberikan informasibagi para ritel untuk meningkatkan persaingan pada produk-produk merektokonya.

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ABSTRACT
Giant Hypermarket is a type of convenience market which create in modernformat. In Giant hypermarket sold varieties of products and brands. In sellingvarieties of products, Giant Hypermarket give brand name of the product bynamed of Giant which called store brand or private label brand. With the widevarieties of brands sold by Giant Hypermarket, it will create competition amongmanufacturing brands with the Giant brand products. In the competition to win theGiant Hypermarket brand should be able to find out the store brand equityproducts. The components of brand equity such as perceived quality, brandawareness / brand association, and brand loyalty.From the background of the problems above, the purpose of this study wasto determine the influence of store reputation, store commercial image, and storeprice image on equity Giant brand products. The study used a questionnairemethod of data collection which a mall intercept interviews with respondents asmuch 200 respondents. The analysis technique used Structural Equation Modeling(SEM). The results showed that store reputation, store commercial image, andstore price image have positive effect on perceived quality and brand awareness.Furthermore, the existence of a positive relationship between perceived qualityand brand awareness to brand loyalty. In the formation of brand equity productsstore, then there is a positive relationship between perceived quality, brandawareness, and brand loyalty towards the private label brand equity products. Thisstudy is expected to provide information for the retailers to increase competitionin private label brand products.;Giant Hypermarket is a type of convenience market which create in modernformat. In Giant hypermarket sold varieties of products and brands. In sellingvarieties of products, Giant Hypermarket give brand name of the product bynamed of Giant which called store brand or private label brand. With the widevarieties of brands sold by Giant Hypermarket, it will create competition amongmanufacturing brands with the Giant brand products. In the competition to win theGiant Hypermarket brand should be able to find out the store brand equityproducts. The components of brand equity such as perceived quality, brandawareness / brand association, and brand loyalty.From the background of the problems above, the purpose of this study wasto determine the influence of store reputation, store commercial image, and storeprice image on equity Giant brand products. The study used a questionnairemethod of data collection which a mall intercept interviews with respondents asmuch 200 respondents. The analysis technique used Structural Equation Modeling(SEM). The results showed that store reputation, store commercial image, andstore price image have positive effect on perceived quality and brand awareness.Furthermore, the existence of a positive relationship between perceived qualityand brand awareness to brand loyalty. In the formation of brand equity productsstore, then there is a positive relationship between perceived quality, brandawareness, and brand loyalty towards the private label brand equity products. Thisstudy is expected to provide information for the retailers to increase competitionin private label brand products., Giant Hypermarket is a type of convenience market which create in modernformat. In Giant hypermarket sold varieties of products and brands. In sellingvarieties of products, Giant Hypermarket give brand name of the product bynamed of Giant which called store brand or private label brand. With the widevarieties of brands sold by Giant Hypermarket, it will create competition amongmanufacturing brands with the Giant brand products. In the competition to win theGiant Hypermarket brand should be able to find out the store brand equityproducts. The components of brand equity such as perceived quality, brandawareness / brand association, and brand loyalty.From the background of the problems above, the purpose of this study wasto determine the influence of store reputation, store commercial image, and storeprice image on equity Giant brand products. The study used a questionnairemethod of data collection which a mall intercept interviews with respondents asmuch 200 respondents. The analysis technique used Structural Equation Modeling(SEM). The results showed that store reputation, store commercial image, andstore price image have positive effect on perceived quality and brand awareness.Furthermore, the existence of a positive relationship between perceived qualityand brand awareness to brand loyalty. In the formation of brand equity productsstore, then there is a positive relationship between perceived quality, brandawareness, and brand loyalty towards the private label brand equity products. Thisstudy is expected to provide information for the retailers to increase competitionin private label brand products.]