In-store promotion and customer value on private label product purchase intention

Abstract

This study aims to determine the influence of in-store promotion in the form of price discount and price package on customer value and purchase intention. The research sample was 120 consumers purchasing the private label products in modern stores using a purposive sampling technique. The data were then analyzed using SEM PLS. The result revealed that all hypotheses were accepted and each variable studied showed a strong and significant influence on each other, especially in terms of its influence on the purchase intention. In-store promotion is a more influencing variable of purchase intention in private label products than customer value. The result also pointed out the three most dominant items forming in-store promotion, customer value, and purchase intention. Those items are the frequency of discount program, the products’ quality, and the reference group that helps the company promoting private label products, usually friends’ recommendation. These findings are expected to be used by decision-makers in retail businesses to formulate in-store promotional activities and create customer value following the target market to increase consumers’ willingness to buy private label products. Acknowledgment The authors would like to express their gratitude to the Doctoral Dissertation Research Grant Program of the Ministry of Research, Technology, and Higher Education for funding this research. The authors highly appreciate the assistance, suggestions, and inputs from both editors and reviewers of this article.

Pengaruh kualitas produk, harga, dan promosi terhadap niat beli konsumen pada produk kerajinan tangan di toko Lind’s Craft, Jakarta

“…Selanjutnya, Teo et al (2019), Gorji dan Siami (2020), serta Maharani et al (2020) dari penelitiannya memperoleh hasil bahwasanya promosi secara positif dan signifikan memengaruhi niat beli konsumen Sementara, penelitian Kumesan et al (2021) menemukan bahwasanya promosi tidak memengaruhi niat beli konsumen.…”

“…Kotler dan Amstrong (2018, p. 63) dalam Islamiah et al (2019) berpendapat promosi merupakan upaya mengkomunikasikan keunggulan suatu produk dan meyakinkan konsumen untuk membeli barang yang ditawarkan. Hal ini dipertegas oleh Maharani et al (2020) bahwa promosi merupakan suatu kegiatan yang meningkatkan kesadaran konsumen terhadap suatu produk atau jasa dan suatu kegiatan yang berpotensi memengaruhi perilaku konsumen dalam arah melakukan pembelian dan mempertahankan keakraban dengan produk tersebut.…”

“…Langkah selanjutnya, yakin melakukan analisis data dengan metode regresi berganda dengan menggunakan SPSS 25. Penentuan analisis data dengan metode regresi berganda mengikuti penelitian yang dilakukan oleh Teo et al (2019), Gorji dan Siami (2020), serta Maharani et al (2020). Tujuan dari uji regresi linier berganda ini adalah untuk mengetahui pengaruh harga, promosi, dan kualitas produk terhadap niat beli konsumen di toko Lind's Craft, Jakarta.…”

“…Selanjutnya, variabel promosi juga memberi pengaruh signifikan pada niat beli konsumen pada produk kerajinan tangan di toko Lind's Craft di Jakarta akan semakin tinggi. Sejalan dengan penelitian Maharani et al (2020) yang mengatakan bahwasanya melalui pemanfaatan promosi, bisnis bisa menginformasikan pelanggannya tentang berbagai macam produk, sehingga meningkatkan kesadaran konsumen dan membangkitkan niat sebelum mengambil keputusan pembelian.…”

Assessing the Effectiveness of In-Store Promotions for Private Label Brands in Retail Stores

“…The gender distribution among the respondents was fairly balanced, with slightly more Female (52.91%) participating than Male (47.09%). The age distribution of respondents reveals a diverse representation, with the majority falling in the20 to 29 Years age group (37.38%), followed by those Above 50 years (22.82%), 40 to 49 Years (15.05%); 30 to 39 Years (13.59%); Below 20 years (11.17%). The respondents' occupations were diverse, with Employees (51.94%) constituting the largest group, followed by Students (22.82%), Homemakers (15.05%), and Businessman/woman (10.19%).…”