This study aims to find out the Direct and Indirect Effects of Perceived Quality and Value Consciousness on Consumer Attitude and the Implication towards Behavioral Intention of private label Carrefour. Theories used in this study are Perceived Quality, Value Consciousness, Consumer Attitude and Behavioral Intention. The research method used is a quantitative and using path analysis, while total population could not be identifed and taking sample by purposive sampling as the sample 100 Carrefour Central Park customers who has bought private label Carrefour called Carrefour Discount in range of 17-56 years old and whose monthly expense are from Rp. 570,000 to Rp. 5,700,000. The data in this study is treated with SPSS 20.00. The result of this study indicate that there are direct effect of Perceived Quality on Consumer Attitude = 0.537 and indirect effect of Value Consciousness on Consumer Attitude = 0.241. It can be concluded that Perceived Quality is the most significant variable that affect Consumer Attitude. Indirect effect of Perceived Quality on Consumer Attitude and its implication towards Behavioral Intention = 0.333. Indirect effect of Value Consciousness on Consumer Attitude and its implication towards Behavioral Intention = 0.025.
This research is expected to provide suggestion for PT. Trans Retail Indonesia as parent company which manages private label Carrefour especially Carrefour Discount to continue improving its quality and able to provide high performance and high quality product but still affordable also give trust, convenience and provide solution for daily needs, therefore creating positive intention from its customers.
Keywords: Private label, perceived quality, value consciousness, consumer attitude, behavioral intention