Factors Influencing Purchase Intention on Private Label Products

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.

Role of store image and customer trust on purchase intention of private label brands

“…A positive reputation for quality and reliability can bolster trust in private label brands, leading to increased purchase likelihood (Valaskova et al, 2018) [18] . Consumers are more likely to purchase from retailers they trust, especially when considering private label products that may lack widespread recognition (Maharani et al, 2020) [13] . Retailers must understand and leverage these factors effectively to optimize their strategies and capitalize on the growing demand for private label promotion (Helmi et al, 2022) [8] .…”

Faktor – Faktor yang Mempengaruhi Purchase Intention

“…Pengaruh sosial tersebut mengacu kepada hal yang nyata dan interaksi fisik yang dibagi menjadi dua yakni aktif dan pasif [14]. Pengaruh sosial aktif dibedakan menjadi dua yakni produsen dan konsumen sedangkan pengaruh sosial pasif mencakup penjualan secara lisan dengan cara promosi yang tidak melibatkan keterlibatan secara langsung.…”

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

“…Flow experience plays a key intermediary role in the path from brand communication, brand character, and brand identity to purchase intention. Maharani et al ( 2020 ) offered a proposal on factors that affect the willingness to buy products of self-owned brand products, in which in-store promotion, visual marketing, and in-store image directly affect customer value and purchase intention. Li and Zhang ( 2020 ) believed that consumer intention to repurchase is affected by their functional value, economic value, and perceived risk.…”