The Influence of Brand Image, Brand Trust and Product Packaging Information on Purchasing Decisions

Wijaya, Angga Pandu; Annisa, Intan Tri

doi:10.31603/bisnisekonomi.v18i1.3077

Cited by 10 publications

(13 citation statements)

References 21 publications

(27 reference statements)

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“…This brand trust was also reported to drive participants' intention to purchase western imported food in Pakistan. Hence, the study findings are connected with previous research studies of Ngo et al (2020), Wijaya and Annisa (2020). The researchers emphasized the aspect of brand trust and its role in product acceptance.…”

Section: Importantsupporting

confidence: 81%

“…Using survey methods, researchers collected data from consumers in Beijing and found positive relations between consumer trust on food producers and retailers with perceived food safety. When marketers aim to increase specific trust, they should address the integrity and ability of producers (Wijaya and Annisa, 2020). Research of Drescher et al (2012) studied consumer perception about processed meat and the level of consumer trust among Canadian household.…”

Section: Literature Reviewmentioning

confidence: 99%

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Exploring the motives behind the purchase of western imported food products. A phenomenological study from a Muslim-dominated region

Bukhari

Woodside

Hassan

et al. 2020

JIMA

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Purpose The usage and preference of western imported food in a Muslim-majority state signifies its importance and relevance in a specific culture. However, the inclination and preference toward imported food products must be backed by a strong motivation, when the religion of Islam does not permit overspending yet the amount spent on such imported food products is overwhelming. Hence, the purpose of this study is to explore the motivation behind this behavior. Design/methodology/approach This is a qualitative study, and in-depth semi-structured interviews were conducted with 90 participants comprising professionals, housewives and university students from eight cities in Pakistan, which represented different regions and demographic variables. These were Karachi, Lahore, Islamabad, Peshawar, Quetta, Hyderabad, Faisalabad and Larkana. The technique used to analyze the qualitative interview findings was thematic content analysis. To confirm the results, Leximancer software Version 4.5 was used to reanalyze and validate them. Moreover, the purposive sampling method has been used in this research. Findings The findings from the qualitative-focused interviews revealed that the product attributes of packaging with attractive colors, design, size, overall quality material, taste and labeling with maximum product information influenced their purchase behavior. The vast majority reported that food products coming from the west needed to be halal, and this is an important deciding factor for purchase. Also, the level of religiosity related to western imported food buying behavior varies from city to city, which itself an interesting finding from a Muslim-majority population. Brand trust, loyalty, satisfaction, subjective norms were influential factors for Muslim consumers’ purchase behavior. Research limitations/implications This paper is qualitative in nature, and therefore, the generalizability of the study results is limited. Also, this study only focused on Muslim consumer buying behavior from a Muslim-dominated country. Practical implications This study is instrumental for western food producers and exporters, providing valuable information about the motives behind the purchase of western imported food products in Pakistan, and by extension, potentially in Muslim countries in general. The study’s findings would add value to the field of consumer behavior, in which little research has been conducted on the relationship between consumer motives in context with Muslims’ consumer behavior toward western imported food products. Social implications The presence of western imported food products may give better options for consumers so that they can pick a quality product for their own and family usage. The placement of the halal logo and extra care of halal ingredients also assures the religious and cultural requirements, enabling the western imported food products to penetrate quickly. Originality/value The findings of the qualitative-focused interviews revealed that the level of religiosity varies from city to city. Even though the core religion is Islam, the level of religious commitment varies in different cities when it comes to the purchase of western imported food products. The interview findings discovered some reasons behind this behavior such as consumer demographic profile, cultural background, income level, education, lifestyle, family background and social class. This means that demographic variation plays an important role in religious commitment and especially across cites that possess different cultural and behavioral patterns.

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Section: Importantsupporting

confidence: 81%

Section: Literature Reviewmentioning

confidence: 99%

Exploring the motives behind the purchase of western imported food products. A phenomenological study from a Muslim-dominated region

Bukhari

Woodside

Hassan

et al. 2020

JIMA

View full text Add to dashboard Cite

show abstract

“…If the image of the brand is positive, then the consumer will purchase the product for consumption; however, if the image of the brand is bad, then the customer will be unsatisfied with the product after purchase because it does not match the information that is known and is not in accordance with expectations. A favorable brand image might influence the purchasing decision (Wijaya & Annisa, 2020). H1: Brand image affects consumer purchase decision of J-GLOW skincare product 2.3.2 Is content marketing affect consumer purchase decisions of J-GLOW skincare products?…”

Section: Is Brand Image Affect Consumer Purchase Decisions Of J-glow ...mentioning

confidence: 99%

Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products

Nata

Sudarwanto

2022

j.econom.buss.asea

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This study intends to investigate the relationship between brand image, content marketing, and product quality in influencing Surabaya consumers' decisions to purchase J-GLOW skin care and cosmetic items. This study employed a quantitative survey methodology. Multiple regression analysis was used to analyze an association between brand image and purchasing the J-GLOW product. The content marketing variable has no relationship with J-GLOW product purchase decisions. Meanwhile, product quality influences the choice of the J-GLOW skin care product. It is indicated by the fact that the F-count value is greater than the F-table value (22,763 3,10), and the actual value is less than the alpha value (0.000 0.05). It demonstrates that characteristics such as brand image (X1), content marketing (X2), and product quality (X3) have a significant impact on purchasing decisions. According to the findings of the study, the brand image (X1), content marketing (X2), and product quality (X3) variables had a 45.7% impact on the decision to purchase J-GLOW products. Additional factors influenced the remaining 54,3%.

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“…Product Weight: heavy, medium, light. Construction: in terms of convenience (Wijaya & Annisa, 2020). In terms of strength, in terms of security.…”

Section: A Packaging Functionmentioning

confidence: 99%

Food Product Packaging Training for Entrepreneurs Fostered by the OKI Korkot

Hidayat

Madalena

Andaiyani

et al. 2021

Sricommerce: J. of Sriwijaya Comm. Serv.

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Processed foods such as kemplang crackers, various chips, pempek etc. are commodity products produced by Entrepreneurs assisted by Korkot OKI, South Sumatra Province. The training will include training on introducing the concept of packaging, benefits of packaging, packaging design and making product packaging. This training is important because the processed food (kemplang, rengginang, chips, pempek) that is produced will certainly have added value if it is properly packaged. This packaging aims to maintain product quality, facilitate product distribution, and attract consumer attention. In implementing this packaging, all business participants do not have adequate packaging and do not have a product brand, so they will further provide assistance to design the training participants' brands and product packaging.

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The Influence of Brand Image, Brand Trust and Product Packaging Information on Purchasing Decisions

Cited by 10 publications

References 21 publications

Exploring the motives behind the purchase of western imported food products. A phenomenological study from a Muslim-dominated region

Exploring the motives behind the purchase of western imported food products. A phenomenological study from a Muslim-dominated region

Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products

Food Product Packaging Training for Entrepreneurs Fostered by the OKI Korkot

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