Abstract:
The growth of retail companies in Indonesia had increased the competition between fellow enterprises, with the ownership of private label products was expected to be a strategy. This study aimed to examine the influence of consumers' value purchasing behavior of private label food products and toiletris at Giant panam pekanbaru This study involved 63 respondents selected through Giant Hypermarket iterasi through the test in order to knew the significant influence on the value of consumer buying behavior, while through the coefficient of determination of o, 415 known that consumers had a strong influence on purchasing behavior
