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All Journal West Science Business and Management
Puspo Dewi Dirgantari
Faculty of Economic and Business Education, Universitas Pendidikan Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Success in Indonesia Analyzed Through Price, Quality, Branding, Promotion, and Consumer Perception Fatra Syahlan; Ratih Ratih Hurriyati; Puspo Dewi Dirgantari
West Science Business and Management Vol. 1 No. 05 (2023): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v1i05.441

Abstract

The present research delves into the elements that influence the performance of private label businesses in Indonesia's Micro, Small, and Medium-Sized Enterprises (MSMEs) market. Specifically, it examines the interdependent aspects of pricing strategy, brand, promotion, and consumer perception. Structural Equation Modeling (SEM), a quantitative method, was utilized to examine the association between these factors utilizing a sample of 197 MSMEs. The findings provide important information for MSMEs trying to survive in the cutthroat market environment by demonstrating a strong and positive correlation between each component and private label performance. This research provides useful suggestions for enhancing private label tactics and expanding market share in Indonesia.
Co-Authors Fatra Syahlan Ratih Ratih Hurriyati