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All Journal Journal The Winners Journal of Management Studies and Development
Syifa Nurul Fadillah
Universitas Sebelas Maret
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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In-Store Marketing Strategies towards Customer Attitude to Private Label Brands using Cue Utilization Theory Ronaldo Yolanda Putra; Syifa Nurul Fadillah
The Winners Vol. 23 No. 1 (2022): The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v23i1.7091

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. 
Analysis of Factors Contributing to Impulse Buying Behavior of E-Commerce Users Ronaldo Yolanda Putra; Syifa Nurul Fadillah; Annisa Afifah Nugroho; Ifta Firdausa Nuzula
Journal of Management Studies and Development Vol. 1 No. 01 (2022): Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (646.56 KB) | DOI: 10.56741/jmsd.v1i01.43

Abstract

Ease of accessing the internet and information technology triggers impulsive buying behavior through increased accessibility to products and services that facilitate the buying process. Through internet facilities by browsing, consumers can feel like window shopping in a mall. This study focuses on the Java-Bali area which is a strategic location in access to products. Data were collected from 273 respondents of E-commerce users using a survey method. Structural Equation Modeling (SEM) modeling technique with SmartPLS 3.0 software. The results show that e-commerce browsing and the big five models have a significant effect on urge to purchase and impulse purchase. E-commerce usage intensity and urge to purchase have no effect on impulse purchases and the results of the mediation role test of urge to purchase have no effect on e-commerce browsing, e-commerce usage intensity, and the big five model on impulse purchases.
Co-Authors Annisa Afifah Nugroho Ifta Firdausa Nuzula Ronaldo Yolanda Putra