In-Store Marketing Strategies towards Customer Attitude to Private Label Brands using Cue Utilization Theory

Abstract

The research aimed to find out instore marketing strategies that can influence consumer attitudes towards private label brands based on “cue utilization theory”. The research belonged to the category of explanatory research since it uses primary data with the population of consumers who have shopped for private label products in Hypermart Tanjungpinang, and sample as many as 174 respondents with convenience sampling techniques. The analysis approach uses partial least square-structural equation modeling (PLS-SEM). The results show that private label marketing has a positive and significant effect on private label attitudes; private label marketing and store environment positively and significantly influence private label attitudes through the mediation role of perceived quality variants; product related attributes have a positive and significant influence on private label attitudes; the national brand promotion attitudes does not moderate the relationship between private label marketing and perceived quality variants on private label attitude; and price consciousness does not moderate the relationship between private label marketing and perceived quality variants on private label attitudes.

Success in Indonesia Analyzed Through Price, Quality, Branding, Promotion, and Consumer Perception

“…Customers' perceptions of private label products are complex and encompass a number of factors, such as overall satisfaction, trust, and dependability. Prominent private labels effectively regulate consumer perception by means of open and honest communication, favorable feedback, and reliable product delivery [13], [31]- [34]. Hypothesis 5: There is a positive relationship between consumer perception and private label success.…”