Analisis Keputusan Pembelian dan Tingkatan Loyalitas Merek Nasional dan Merek Toko

Abstract

Store brands represent an important part of the consumer goods market and a prominent research area. Growing sales of store brand consumer packaged goods is a large and global phenomenon. Manufacturers of national brands will see store brands as a growing competitive threat in the market. However, there is little research has been conducted that address the issue of the increasingly intense competitive interaction between store brands and national brands. This study investigates what attributes of store and products affect consumer buying decision of national and store branded products, especially sugar. Authors also make an attempt to identify level of brand loyalty, which consists of switcher buyers, habitual buyers, satisfied buyers, liking of the brand, and committed buyers of national brands. Based on a purposive sampling method, a total of 250 consumers were involved as respondents. This study employed a descriptive approach to analyze the data. Results shows that price, quality and promotion are taken into consideration by consumers in their buying decision toward national brands. Meanwhile.for store brands, consumers' considerations are price, quality and location. Consumers' brand loyalty level both for national and store brands are at switcher level. II means that they are not loyal to either brand categories