UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
Kajian barangan berjenama persendirian yang telah dilakukan sebelum ini lebih tertumpu kepada pembelian pengguna terhadap barangan berjenama persendirian syarikat swasta. Oleh yang demikian, kajian ini memfokuskan kepada peranan Kedai Rakyat 1 Malaysia (KR1M) yang merupakan kedai barangan berjenama persendirian kerajaan. Objektif kajian ini ialah mengenal pasti dimensi imej kedai yang mempengaruhi pengurusan kos sara hidup. Berdasarkan kajian literatur, peranan KR1M telah diterjemahkan sebagai imej kedai yang merangkumi dimensi barangan, persekitaran, perkhidmatan, kebolehcapaian, reputasi, promosi, fasiliti dan perkhidmatan selepas pembelian. Manakala, keputusan pembelian di KR1M diangkat sebagai pengurusan kos sara hidup. Model psikologi persekitaran iaitu Stimulus-Organism-Response (S-O-R) (Mehrabian,1974) telah dijadikan teori asas kepada kerangka kajian ini. Stimulusnya ialah imej kedai, pembeli barangan KR1M ialah organisma dan pengurusan kos sara hidup adalah respons. Sejumlah 330 borang soal selidik yang lengkap diisi oleh pembeli jenama persendirian di KR1M telah berjaya dikumpulkan secara pensampelan mudah di kalangan pembeli barangan KR1M sekitar Lembah Klang. Setelah kajian dijalankan, pengkaji mendapati bahawa imej kedai ialah stimuli penting dalam mendapat perhatian pelanggan bagi membuat pembelian di kedai. |
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