Strategy for strengthening brand association and perceived quality of private label products to increase repurchase intentions among indomaret consumers in palembang city
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Published:
Nov 30, 2025
Keywords:
Brand Association, Perceived Quality, Repurchase Intention, Private Label
Section
Economy
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Abstract
The growth of modern retail in Indonesia is driving increased competition, one of which is through the development of private label products. Indomaret, as one of the largest retail chains in Palembang, strives to increase its competitiveness by offering private label products. However, consumer doubts remain regarding the quality and brand associations of these products. This study aims to analyze the influence of brand associations and perceived quality on the repurchase intention of private label products among Indomaret consumers in Palembang City. This study used a quantitative approach with a survey method, where data were collected through questionnaires distributed to 384 respondents. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that both brand associations and perceived quality had a positive and significant effect on the repurchase intention of private label products. This finding indicates that the stronger the brand association and the better the consumer's perception of product quality, the greater the likelihood of consumers making repeat purchases
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How to Cite
Oktavianti, S. ., Rahmania, V. ., Nurshanaya, K. N. and Damayanti, I. D. (2025) “Strategy for strengthening brand association and perceived quality of private label products to increase repurchase intentions among indomaret consumers in palembang city”, Jurnal Mantik, 9(3), pp. 968-977. doi: 10.35335/mantik.v9i3.6740.
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Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Wibisono, K. (2023). Pengaruh Perceived Value, Customer Satisfaction, dan Brand Association terhadap Repurchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(4).
Aaker, D. A. (2014). Aaker on branding. Morgan James Publishing.
Afandi, J., & Muthohar, M. (2023). Pengaruh Kesadaran Merek, Asosiasi Merek Dan Kualitas Produk Terhadap Loyalitas Merek Dan Niat Pembelian Ulang Konsumen Pembelian Merek Rabbani. POPULER: Jurnal Penelitian Mahasiswa, 1(2), 230–251.
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Aquinia, A., & Soliha, E. (2020). The effect of brand equity dimensions on repurchase intention. Diponegoro International Journal of Business, 3(2), 97–103.
Caprice, S. (2017). Private label positioning and product line. Frontiers of Economics in China, 12(3). https://doi.org/10.3868/s060-006-017-0021-3
Dalton, J. (2019). SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) BT - Great Big Agile: An OS for Agile Leaders (J. Dalton (ed.); pp. 249–252). Apress. https://doi.org/10.1007/978-1-4842-4206-3_62
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26. Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Konsep, Teknik Dan Aplikasi Menggunakan Program SmartPLS 3.0. Badan Penerbit Universitas Semarang.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/https://doi.org/10.1108/EBR-10-2013-0128
Holbrook, B., & Chaudhuri, A. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2).
Ikhsani, K., & Hudaya, A. (2020). Model Niat Pembelian Kembali: Analisis Kesadaran Merek, Asosiasi Merek, Dan Loyalitas Merek (Studi Kasus Produk Private Label Pada Toko Alfamidi Di Kota Tangerang). Jurnal Perspektif Manajerial Dan Kewirausahaan (JPMK), 1(1), 1–14. https://doi.org/10.59832/jpmk.v1i1.8
Iya. (2021). Minimarket Modern di Palembang Makin Menjamur. Sumsel Update. https://sumselupdate.com/minimarket-modern-di-palembang-makin-menjamur/
Kassim, K. A. A., Johari, M. H., Wahi, N., & ... (2021). The Intention to Purchase Safer Car in Singapore: An Application of Theory of Planned Behaviour. Journal of Advanced …, 1(1).
Kotler, P., & Armstrong, G. (2018). Kotler & Armstrong, Principles of Marketing | Pearson. In Pearson.
Kotler, P., Keller, D. K. L., Brady, D. M., Goodman, M., & Hansen, M. T. (2021). Marketing Management.
Maulana, I., & Rachmawati, I. (2024). The Influence Of Brand Awareness On Repuchase Intention With Perceived Quality As Mediating Variable On Shopee Indonesia. Proceeding of Midyear …, 11(1), 885–893.
Oliver, R. L. (1980). A cognitive model of the antecedence and consequences of satisfaction decisions. Journal of Marketing Research, 17, 46–49.
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133. https://doi.org/10.24018/ejbmr.2021.6.1.704
Ratnafuri, R. F., Gunawan, T., & Istiharini, I. (2022). Pengaruh Persepsi Harga dan Kualitas Terhadap Niat Beli Ulang Produk Private label Brand (Non-Food Category) di Toserba Yogya & Griya Kota Bandung. Journal of Management Small and Medium Enterprises (SMEs), 15(3), 317–333. https://doi.org/https://doi.org/10.35508/jom.v15i3.7236
Samuel, S., & Widjaja, D. (2024). Pengaruh asosiasi merek, konten marketing, dan packaging Scarlett Whitening terhadap niat pembelian kembali di Jabodetabek yang dimoderasi oleh gender. Sustainability in Action: Transfromative Strategies in Management and Accounting, 2024, 825–839.
Sansone, M., Musso, F., Colamatteo, A., & Pagnanelli, M. A. (2021). Factors affecting the purchase of private label food products. British Food Journal, 123(3), 1207–1222. https://doi.org/10.1108/BFJ-01-2020-0048
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Wibisono, K. (2023). Pengaruh Perceived Value, Customer Satisfaction, dan Brand Association terhadap Repurchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(4).
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