Impact of Brand Image, Product Quality and Self-Efficacy on Purchase Decisions on Private Label Rights Products. An Empirical Study

Abstract

Present research was aimed at analyzing the impact of brand image, product quality and self-efficacy on purchase decision on private label rights (PLR) products among Medan city community members. A hundred community members of Medan City were involved as the subjects of this research. The research results showed that the variable of product quality has a significant effect on consumer purchase decisions. It is concluded that good quality products in private label rights (PLR) products should be maintained and even improved, thus leading to more positive societal impression on private label rights (PLR) products. Some of the respondents consider private label rights (PLR) products with good product quality presents more interest to try or buy.

Keywords

• Brand Image
• Product Quality
• Self-Efficacy
• Purchase Decision
• Private Label Rights (PLR)