NURAHMI, NURAHMI (2026) PERSEPSI CUSTOMER PADA BRAND IMAGE PRODUK INDOMARET (PRODUK PRIVATE LABEL) (STUDI KASUS INDOMARET BOJONG INDAH, RAWA BUAYA, KEC. CENGKARENG, JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rapid growth of the modern retail industry in Indonesia has encouraged retail companies to develop private label products as a strategy to enhance competitiveness while providing alternative product choices for customers. As one of the largest minimarket chains in Indonesia, Indomaret has introduced various private label products. However, customers have different perceptions of the brand image of these products, particularly regarding quality, price, packaging, and trust. These differences in perception became the basis for this study. This study aims to understand how customers form perceptions of the brand image of Indomaret's private label products and to identify the reasons behind their interpretations of product quality, price, packaging, and trust. This research employed a qualitative approach using a case study method. Data were collected through observation, in-depth interviews with five customers of Indomaret Bojong Indah who had purchased or used private label products, and documentation. Data were analyzed using the Miles and Huberman interactive model, while data credibility was ensured through source triangulation.The findings show that customers' perceptions of the brand image of Indomaret's private label products are formed through shopping experiences, product usage experiences, and interactions within the store environment. Customers interpret product quality, price, packaging, and trust based on their experiences, personal needs, and the perceived benefits of using the products. The study concludes that the brand image of Indomaret's private label products is developed through customers' experiences and individual interpretation processes. Keywords: Brand Image, Case Study, Customer Perception, Indomaret, Private Label. Perkembangan industri ritel modern di Indonesia mendorong perusahaan mengembangkan produk private label sebagai strategi meningkatkan daya saing dan memberikan alternatif pilihan bagi customer. Indomaret sebagai salah satu jaringan minimarket terbesar di Indonesia turut mengembangkan produk private label. Namun, customer memiliki persepsi yang beragam terhadap brand image produk tersebut, terutama terkait kualitas, harga, kemasan, dan kepercayaan. Perbedaan persepsi tersebut menjadi dasar penelitian ini. Penelitian ini bertujuan untuk memahami bagaimana customer membentuk persepsi terhadap brand image produk private label Indomaret serta mengidentifikasi alasan customer memberikan pemaknaan terhadap kualitas, harga, kemasan, dan kepercayaan. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui observasi, wawancara mendalam terhadap lima customer Indomaret Bojong Indah yang pernah membeli atau menggunakan produk private label, serta dokumentasi. Analisis data menggunakan model Miles dan Huberman, sedangkan keabsahan data diuji melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa persepsi customer terhadap brand image produk private label Indomaret terbentuk melalui pengalaman berbelanja, pengalaman menggunakan produk, dan interaksi dengan lingkungan gerai. Pemaknaan terhadap kualitas, harga, kemasan, dan kepercayaan dipengaruhi oleh pengalaman penggunaan, kebutuhan, serta manfaat yang dirasakan. Penelitian ini menyimpulkan bahwa brand image produk private label Indomaret terbentuk melalui pengalaman dan proses interpretasi yang berbeda pada setiap customer. Kata Kunci: Brand Image, Indomaret, Persepsi Customer, Private Label, Studi Kasus.
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