Factors Influencing Purchase Intention on Private Label Products

Nina Maharani · Arief Helmi · Asep Mulyana · Meydia Hasan

13 citations0/0 files storedJournal of Asian Finance Economics and Business

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This study aims to develop propositions about the factors that influence the purchase intention of private label products. These factors are: in-store promotion, visual merchandising, store image, and customer value. This study elaborates on some of the results of previous studies that have examined the factors that influence purchase intention of private label products that have been published on Google Scholar and indexed by Scopus between 1991- 2020, to develop a proposition. This paper fills a lack of Studies which discuss purchase intention from a consumer behavior perspective. From the perspective of consumer behavior, purchase intention is influenced by three factors, namely: intrinsic factors including: consumer value, extrinsic factors including: in-store promotions, visual merchandising and store image, and consumer factors. This paper defines purchase intention as the effort and strong urge to buy a particular product in the future, the possibility of considering buying the product, the decision to rebuy the product and the desire to recommend the product. The main findings of this research are several propositions, namely: in-store promotion, visual merchandising and store image directly affect customer value and purchase intention. The following propositions are: In-store promotion, visual merchandising and store image influence purchase intention mediated by customer value.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2001Consumer perceived value: The development of a multiple item scale 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2000An Examination of Selected Marketing Mix Elements and Brand Equity 1998The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions 2012The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions 2017The Future of Retailing 2009Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase

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2022The Impact Imposed by Brand Elements of Enterprises on the Purchase Intention of Consumers—With Experience Value Taken as the Intermediary Variable

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