Store brand use: Economic benefit, hedonic benefit and cost for Indonesian retailers

Magister Management, Faculty of Economics, Airlangga University, Surabaya, Indonesia Indonesia which is famous with large territory and huge citizens in amount of 200 amount of 200 millions certainly will cause large amount of daily needs. This condition is followed up by retailers, that's what within 5 years it arises giant retailers such as Carefour, Hypermart, Alfamart, Giant, etc. The arise of these giant retailers had stopped the domination of producers to consumers. One of the factors which has important role in the moving of strength map to retailer is the extremely high growing of store brand. The store brand itself is defined as a product which owned by the retailers and labeled with its retail store. The arising problem is that not all of the consumers concern that money saving as the only reason of using store brand, and being assumed that consumer perception toward economic benefit, hedonic benefit, and cost may become a prediction for using store brand to consumer. This research tries to find the influence of Economic Benefit, Hedonic Benefit and cost toward using store brand to consumer in big retailers in Surabaya-Indonesia. This research uses questionnaire as the media of collecting data, while the sample in this research is the consumers who go shopping in the big retailers in Surabaya. Based on multiple linear regression statistics test, the research finding is that economic benefit, hedonic benefit and cost partially and simultaneously have impact toward using store brand. Thus, the proposed hypothesis in this research can be proved.