标题：STORE IMAGE AND CONFIDENCE AS FACTORS TO DETERMINE PURCHASING INTEREST FOR PRIVATE LABELS: A STUDY ON GIFT STORE CUSTOMERS IN TOURISM AREA MALANG RAYA, EAST JAVA, INDONESIA
摘要：The purpose of this study is to analyze and explain how much the direct and indirect influence of Store Image variables on Purchasing Interests with Confidence in Private Label and Confidence in Non-Private Label as mediating variables. This research is categorized as explanatory research. The sampling method is purposive sampling. The population is customers in 7 gift stores in the tourism area of Malang Raya, East Java, Indonesia. The respondents were 325 adults aged 18 years and older. The method of analysis is GSCA SEM. The research findings stated that Store Image has a significant positive effect on Buying Interest, Confidence in Private Label and Confidence in Non-Private Label. Confidence in Private Labels has a significant positive effect on Buying Interests while Confidence in Non-Private Label has no significant positive effect on Buying Interests. Store Image has a significant effect on Buying Interest through Confidence in Private Labels. Store Image has no significant effect on Buying Interest through Confidence in Non-Private Label.
