Optimization of private label product marketing strategy with brand image analysis and product quality in indomaret trbv1436 palembang consumer purchase decisions
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Abstract
This study aims to test empirically how the influence of brand image and product quality on purchasing decisions, then to see how much brand image and product quality influence purchasing decisions for private label products at Indomaret TRBV1436 Palembang. Quantitative research method using Likert scale measurement questionnaire data collection techniques. The population of this study were consumers of Indomaret TRBV1436 Palembang in the last four months with a sample size of 395 people using the slovin sampling technique. The data analysis technique in this study used the Structural Equation Model- Partial Least Square (SEM-PLS). The results show that both simultaneously and partially brand image and product quality have a positive and significant effect on purchasing decisions for private label products
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Oktavianti, S. ., Rahmania, V. ., Kurniawan, A. ., Ruhmana, H. . and Romi, K. (2024) “Optimization of private label product marketing strategy with brand image analysis and product quality in indomaret trbv1436 palembang consumer purchase decisions”, Jurnal Mantik, 8(3), pp. 1337-1346. doi: 10.35335/mantik.v8i3.5627.
References
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Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Konsep, Teknik Dan Aplikasi Menggunakan Program SmartPLS 3.0. Badan Penerbit Universitas Semarang.
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Hoe, L. C., & Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20. https://doi.org/10.5296/ijim.v3i1.13959
Juhana, D. (2024). Customer Product Choice: The Effect of Product Quality on Relative price and Price fairness and their implication on Customer Product Choice. Jurnal Computech & Bisnis, 17(2), 168–177. https://doi.org/10.56447/jcb.v17i2.235
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management (global edition). Pearson Education Limited.
Kotler, P., & Amstrong, G. (2017). Principles of Marketing. Pearson Int.
Kurnialih, Silaningsih, E., Yuningsih, E., & Kartini, T. (2023). Keputusan pembelian melalui citra merek promosi dan kualitas produk. Jurnal Visionida, 9(2), 174–190. https://doi.org/https://doi.org/10.30997/jvs.v9i2.11369
Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220. https://doi.org/https://doi.org/10.1080/1743727X.2015.1005806
Lytvynenko, T. M., & Danylchenko, O. S. (2019). Brand Management as a Factor of Increasing the Competitiveness of the Confectionery Enterprises. THEORETICAL AND APPLIED ISSUES OF ECONOMICS, 4–15. https://doi.org/https://doi.org/10.17721/tppe.2019.39.1
Nurmono. (2022). Pengaruh harga dan citra merek terhadap keputusan pembelian burger king di botani square bogor. Jurnal ARASTIRMA, 2(2), 214–224.
Peter, J. P., & Olson, J. C. (2014). Perilaku konsumen & Strategi pemasaran (9th ed.). Salemba Empat.
Prabowo, R. E., Indriyaningrum, K., & Setyani, A. D. (2020). Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Olah Raga Merek Adidas (Studi di Kota Semarang). Majalah Ilmiah Solusi, 18(4), 121–132. https://doi.org/http://dx.doi.org/10.26623/slsi.v18i4.2846
Ribeiro, J., Veiga, R. T., & Higuchi, A. K. (2016). Personality traits and sustainable consumption. Revista Brasileira de Marketing, 15(3), 297–313.
Setiawan, R. D., & Lestari, W. D. (2023). PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE RDS PHONE STORE DI SURAKARTA. Value Jurnal Ilmiah Akuntansi Keuangan Dan Bisnis, 4(1), 167–184. https://doi.org/https://doi.org/10.36490/value.v4i1.742
Sinaga, T. M., & Wijaya, R. (2022). The Effect Of Price, Product Quality, And Brand Image On Consumer Purchase Decisions In Rumah Makan Leidong Food Medan. Management Studies and Entrepreneurship Journal, 4(1), 1–11. http://journal.yrpipku.com/index.php/msej
Singh, A. (2021). An Investigation of Consumers Purchase Decision Towards Private Label Brands in Indian Organised Retail Secto. In: Advances in Science, Technology and Innovation. https://doi.org/https://doi.org/10.1007/978-3-030-66218-9_32
Siregar, P. N. U. S., Sinaga, J., & Sinaga, D. S. (2022). PENGARUH KUALITAS PRODUK, PROMOSI DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA MIO PADA PT. ALFA SCORPII BILAL MEDAN. JURNAL DARMA AGUNG, 30(1), 107–117. https://doi.org/http://dx.doi.org/10.46930/ojsuda.v30i1.1428
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Supriyatna, Y. (2020). ANALISIS PENGARUH HARGA, DESAIN PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PRODUK YAMAHA MIO DI KOTA CILEGON). Jurnal Sains Manajemen, 6(1), 36–50. https://doi.org/https://doi.org/10.32493/arastirma.v2i2.23172
Teressa, B., Lukito, J. I., Aprilia, A., & Andreani, F. (2024). Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan Konsumen dan Minat Beli Ulang di Wizz Drive Thru Gelato Surabaya. Jurnal Manajemen Pemasaran, 18, 1–14. https://doi.org/https://doi.org/10.9744/pemasaran.18.1.1-14
Tjiptono, F. (2012). Service Management Mewujudkan Layanan Prima. ANDI.
Yazid, Y., & Kawiryan, H. (2023). How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension. Asian Management and Business Review, 3(2), 199–209. https://doi.org/10.20885/ambr.vol3.iss2.art7
Anissa, R., & Yulianto, A. E. (2022). Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Air Mineral Private Label Pada Minimarket Indomaret. Jurnal Ilmu Dan Riset Manajemen, 11(9), 1–17.
Braak, A. ter, Geyskens, I., & Dekimpe, M. G. (2014). Taking private labels upmarket: Empirical generalizations on category drivers of premium private label introductions. Journal of Retailing, 90(2), 125–140. https://doi.org/https://doi.org/10.1016/j.jretai.2014.01.003
Caprice, S. (2017). Private Label Positioning and Product Line. Frontiers of Economics in China-Selected Publications from Chinese Universities, Higher Education Press, 12(3), 480–513.
Clow, K. E., & Baack, D. (2021). Integrated Advertising, Promotion, and Marketing. Communications, Global Edition. Pearson Education Limited.
Dada, M. H. (2021). Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity. Journal of Marketing Strategies, 3(1), 29–43. https://doi.org/https://doi.org/10.52633/jms.v3i1.33
Fatmaningrum, S. R., & Fadhilah, M. (2020). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 4(1), 176–188. https://doi.org/https://doi.org/10.31955/mea.v4i1.270
Feng, C. K., & Yamat, H. (2019). Testing on the Validity and Reliability of Task Based Language Teaching Questionnaire Testing on the Validity and Reliability of Task Based Language Teaching Questionnaire. International Journal of Academic Research in Business and Social Sciences, 9(12), 474–485. https://doi.org/10.6007/IJARBSS/v9-i12/6743
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Konsep, Teknik Dan Aplikasi Menggunakan Program SmartPLS 3.0. Badan Penerbit Universitas Semarang.
Gielens, K., Ma, Y., Namin, A., Sethuraman, R., Smith, R. J., Bachtel, R. C., & Jervis, S. (2021). The Future of Private Labels: Towards a Smart Private Label Strategy. J Retail, 97(1), 99–115. https://doi.org/https://doi.org/10.1016/j.jretai.2020.10.007
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd Editio). Sage Publications Inc.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/https://doi.org/10.1108/EBR-10-2013-0128
Hasanah, N. (2017). Persepsi Konsumen Terhadap Produk Private Label Indomaret ( Studi Pada Indomaret Banjarmasin Kelurahan Benua Anyar). AL-ULUM?: Jurnal Ilmu Sosial Dan Humaniora, 3(2), 531–541. https://doi.org/10.31602/alsh.v3i2.1202
Helmold, M. (2022). “Marketing Mix,” Management for Professionals, in: Performance Excellence in Marketing, Sales and Pricing,. Springer International Publishing.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing, New Challenges to International Marketing. Emerald Group Publishing, 277–319. https://doi.org/https://doi.org/10.1108/S1474-7979(2009)0000020014
Hien, B. T., Tram, N. T. N., & Minh Ai, T. N. (2021). Customer loyalty to modern retail channel a study in the context of covid-19 pandemic in Vietnam. Quality - Access to Success, 22(184), 122–130. https://doi.org/10.47750/QAS/22.184.16
Hoe, L. C., & Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20. https://doi.org/10.5296/ijim.v3i1.13959
Juhana, D. (2024). Customer Product Choice: The Effect of Product Quality on Relative price and Price fairness and their implication on Customer Product Choice. Jurnal Computech & Bisnis, 17(2), 168–177. https://doi.org/10.56447/jcb.v17i2.235
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management (global edition). Pearson Education Limited.
Kotler, P., & Amstrong, G. (2017). Principles of Marketing. Pearson Int.
Kurnialih, Silaningsih, E., Yuningsih, E., & Kartini, T. (2023). Keputusan pembelian melalui citra merek promosi dan kualitas produk. Jurnal Visionida, 9(2), 174–190. https://doi.org/https://doi.org/10.30997/jvs.v9i2.11369
Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220. https://doi.org/https://doi.org/10.1080/1743727X.2015.1005806
Lytvynenko, T. M., & Danylchenko, O. S. (2019). Brand Management as a Factor of Increasing the Competitiveness of the Confectionery Enterprises. THEORETICAL AND APPLIED ISSUES OF ECONOMICS, 4–15. https://doi.org/https://doi.org/10.17721/tppe.2019.39.1
Nurmono. (2022). Pengaruh harga dan citra merek terhadap keputusan pembelian burger king di botani square bogor. Jurnal ARASTIRMA, 2(2), 214–224.
Peter, J. P., & Olson, J. C. (2014). Perilaku konsumen & Strategi pemasaran (9th ed.). Salemba Empat.
Prabowo, R. E., Indriyaningrum, K., & Setyani, A. D. (2020). Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Olah Raga Merek Adidas (Studi di Kota Semarang). Majalah Ilmiah Solusi, 18(4), 121–132. https://doi.org/http://dx.doi.org/10.26623/slsi.v18i4.2846
Ribeiro, J., Veiga, R. T., & Higuchi, A. K. (2016). Personality traits and sustainable consumption. Revista Brasileira de Marketing, 15(3), 297–313.
Setiawan, R. D., & Lestari, W. D. (2023). PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE RDS PHONE STORE DI SURAKARTA. Value Jurnal Ilmiah Akuntansi Keuangan Dan Bisnis, 4(1), 167–184. https://doi.org/https://doi.org/10.36490/value.v4i1.742
Sinaga, T. M., & Wijaya, R. (2022). The Effect Of Price, Product Quality, And Brand Image On Consumer Purchase Decisions In Rumah Makan Leidong Food Medan. Management Studies and Entrepreneurship Journal, 4(1), 1–11. http://journal.yrpipku.com/index.php/msej
Singh, A. (2021). An Investigation of Consumers Purchase Decision Towards Private Label Brands in Indian Organised Retail Secto. In: Advances in Science, Technology and Innovation. https://doi.org/https://doi.org/10.1007/978-3-030-66218-9_32
Siregar, P. N. U. S., Sinaga, J., & Sinaga, D. S. (2022). PENGARUH KUALITAS PRODUK, PROMOSI DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA MIO PADA PT. ALFA SCORPII BILAL MEDAN. JURNAL DARMA AGUNG, 30(1), 107–117. https://doi.org/http://dx.doi.org/10.46930/ojsuda.v30i1.1428
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Supriyatna, Y. (2020). ANALISIS PENGARUH HARGA, DESAIN PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PRODUK YAMAHA MIO DI KOTA CILEGON). Jurnal Sains Manajemen, 6(1), 36–50. https://doi.org/https://doi.org/10.32493/arastirma.v2i2.23172
Teressa, B., Lukito, J. I., Aprilia, A., & Andreani, F. (2024). Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan Konsumen dan Minat Beli Ulang di Wizz Drive Thru Gelato Surabaya. Jurnal Manajemen Pemasaran, 18, 1–14. https://doi.org/https://doi.org/10.9744/pemasaran.18.1.1-14
Tjiptono, F. (2012). Service Management Mewujudkan Layanan Prima. ANDI.
Yazid, Y., & Kawiryan, H. (2023). How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension. Asian Management and Business Review, 3(2), 199–209. https://doi.org/10.20885/ambr.vol3.iss2.art7
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