A study by Azar Wita Ferdian, Heri Prabowo, and Hawik Ervina Indiworo from the Department of Management, Faculty of Economics and Business, Universitas PGRI Semarang reveals that brand image, brand awareness, and brand trust strongly influence consumer purchasing decisions at Alfamart minimarkets in Semarang, Indonesia. The research was published in 2026 in the International Journal of Integrated Science and Technology (IJIST) and highlights how branding strategies shape consumer behavior in modern retail.
The study comes at a time when Indonesia’s retail sector is expanding rapidly. Modern minimarkets such as Alfamart and Indomaret have become increasingly popular due to their strategic locations, organized product displays, convenient payment systems, and comfortable shopping environments. These factors have shifted many consumers away from traditional markets toward modern retail outlets.
Against this competitive backdrop, understanding what drives customers to choose a particular minimarket has become crucial for retail companies. Strong brand perception and consumer trust are now key competitive advantages in a crowded marketplace.
How the Study Was Conducted
The researchers surveyed Alfamart consumers in Semarang City using questionnaires. Respondents were selected through purposive sampling, focusing on individuals who actively shop at the minimarket.
The data were analyzed using a quantitative approach to measure how three brand-related factors influence purchasing decisions:
- Brand image
- Brand awareness
- Brand trust
Key Findings
The study reports several important insights:
- Brand image significantly influences purchasing decisions. Consumers are more likely to shop at stores that convey a positive and reliable image.
- Brand awareness plays a strong role. The more familiar consumers are with a brand, the more likely they are to choose it.
- Brand trust is a decisive factor. Confidence in product authenticity, pricing, and service strengthens consumer loyalty.
- Combined influence: These three factors together explain 80.6% of consumer purchasing decisions at Alfamart.
The findings show that branding strategies are not merely marketing tools but critical elements shaping consumer preferences in the retail sector.
Implications for Retail Businesses
The research highlights the importance of strengthening brand perception in modern retail competition. Companies that maintain a strong brand image, ensure consistent brand visibility, and build consumer trust are more likely to retain loyal customers.
According to Heri Prabowo from Universitas PGRI Semarang, strengthening brand credibility and maintaining consumer confidence are essential strategies for minimarkets competing in Indonesia’s increasingly crowded retail industry.
The results also provide useful insights for business managers, marketers, and retail entrepreneurs seeking to improve customer engagement and purchasing behavior.
Author Profile
- Azar Wita Ferdian – Universitas PGRI Semarang.
- Heri Prabowo – Universitas PGRI Semarang.
- Hawik Ervina Indiworo – Universitas PGRI Semarang.
Source of Research
Ferdian, A. W., Prabowo, H., & Indiworo, H. E. (2026). “Study on Factors Influencing Mini Market Purchasing Decisions.” International Journal of Integrated Science and Technology (IJIST), Vol. 4 No. 3, pp. 212–221.
DOI: https://doi.org/10.59890/ijist.v4i3.290
URL: https://ntlmultitechpublisher.my.id/index.php/ijist
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