Aber Rafdy
Andi Afrizal
Universitas Pasir Pengaraian
Arfianti Novita Anwar
Universitas Pasir Pengaraian
DOI:
https://doi.org/10.35446/bisniskompetif.v4i3.2389
Keywords:
Branding, Labeling, Consumer Preferences, Food Products
Abstract
There are quite a lot of Micro, Small and Medium Enterprises (MSMEs) in Pasir Pengaraian that produce local food, but there are still many MSMEs in Pasir Pengaraian that have not experienced significant development. This can be caused by various factors, such as low marketing capabilities, lack of product innovation, and ever-changing consumer preferences. Risol Aleya, the object of this research, has implemented branding and labeling strategies to attract consumer preferences for its products. This preference is a major factor in determining consumer choice, especially when having to choose from a variety of similar food products. This study aims to analyse the effect of branding and labeling on consumer preferences for food products in Pasir Pengaraian. The research method used is a quantitative approach with multiple linear regression analysis techniques assisted by the SPSS Version 25 program. The population in this study were consumers of Risol Aleya. The sample of this study was taken using purposive sampling method and sample calculation using the Lemeshow formula because the population was too large and unknown, so 100 respondents were obtained. Data were collected through observations, interviews and questionnaires distributed to Risol Aleya consumers who became research respondents. The results of this study indicate that branding and labeling have a positive and significant effect on consumer preferences in food products in Pasir Pengaraian. Suggestions for future researchers to add other independent variables that can affect consumer preferences in food products
Keywords: Branding, Labeling, Consumer Preferences, Food Products