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Impact of Brand Image, Product Quality and Self-Efficacy on Purchase Decisions on Private Label Rights Products

Author

Listed:
  • HENDRA

    (Wilmar Business Indonesia Politeknik, Indonesia)

  • LUSIAH

    (STIE IBBI Medan, Indonesia)

Abstract

Present research was aimed at analyzing the impact of brand image, product quality and self-efficacy on purchase decision on private label rights (PLR) products among Medan city community members. A hundred community members of Medan City were involved as the subjects of this research. The research results showed that the variable of product quality has a significant effect on consumer purchase decisions. It is concluded that good quality products in private label rights (PLR) products should be maintained and even improved, thus leading to more positive societal impression on private label rights (PLR) products. Some of the respondents consider private label rights (PLR) products with good product quality presents more interest to try or buy.

Suggested Citation

  • Hendra & Lusiah, 2017. "Impact of Brand Image, Product Quality and Self-Efficacy on Purchase Decisions on Private Label Rights Products," Expert Journal of Business and Management, Sprint Investify, vol. 5(2), pages 74-82.
    • Handle: RePEc:exp:bsness:v:5:y:2017:i:2:p:74-82
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    More about this item

    Keywords

    Brand Image; Product Quality; Self-Efficacy; Purchase Decision; Private Label Rights (PLR);
    All these keywords.

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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