The influence of brand Image on the competitiveness of local products at jawet niang small and medium enterprises with purchasing decisions as a mediating variable
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Published:
Nov 30, 2025
Keywords:
Brand Image, Local Product, Competitiveness, Purchasing Desitions
Section
Economy
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Abstract
Using purchase decision as a mediating variable, this study attempts to examine how brand image affects local product competitiveness in IKM Jawet Niang. Using a quantitative technique, the study was carried out in Palangka Raya City with an emphasis on a local small and medium industry (IKM). Customers who had made at least two purchases from IKM Jawet Niang were given questionnaires to complete in order to gather data. SmartPLS 4.1 was used for data processing, and 96 people made up the sample. The findings show that brand image has a favourable impact on both product competitiveness and purchase decisions, with the relationship between brand image and product competitiveness being mediated by purchase decisions. This study adds to the body of knowledge on traditional-cultured local SMEs, stresses the value of brand awareness in boosting the competitiveness of local products, and highlights how SMEs support regional economic growth while preserving ancestral culture by empowering local speciality products
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How to Cite
Inglesia, N. ., Kristinae, V., Muliyani, A. and Retawati, A. . (2025) “The influence of brand Image on the competitiveness of local products at jawet niang small and medium enterprises with purchasing decisions as a mediating variable”, Jurnal Mantik, 9(3), pp. 949-958. doi: 10.35335/mantik.v9i3.6742.
References
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Hardani, Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (2020). Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: Pustaka Ilmu.
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Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building Trust in Sustainable Brands: Revisiting Perceived Value, Satisfaction, Customer Service, and Brand Image. Sustainable Technology and Entrepreneurship, 4(3), 100105. https://doi.org/10.1016/j.stae.2025.100105
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Sofirin, P. S. H. (2023). Pengaruh Daya Saing Pasar dan Servicescape terhadap Keputusan Pembelian pada Matjeo Korean Grill di Kota Pasuruan. Universitas Merdeka Pasuruan.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Unegbu, H. C. O., Yawas, D. S., & Dan-Asabe, B. (2024). the Impact of Digital Transformation on Nigerian Small and Medium-Sized Enterprises (Smes) in the Global Business Landscape. Jurnal Mekanikal, 47(1), 66–85. https://doi.org/10.11113/jm.v47.478
Wahyuni, S., & Susilo, E. (2025). Pengaruh Citra Merek, Harga, dan Label Halal Terhadap Daya Tarik Konsumen Kosmetik Wardah Pada Masyarakat Jepara: Indonesia. Economics and Digital Business Review, 6(1), 368–379. https://doi.org/10.37531/ecotal.v6i1.2101
Wijaya, K. S. (2023). The Influence of Brand Image and Trust on Purchase Decisions in TikTok Shop. Journal Research of Social Science, Economics & Management, 3(1), 1–13. https://doi.org/10.59141/jrssem.v3i01.516
Wulandari, A., & Mulyanto, H. (2024). Keputusan Pembelian Konsumen. Bekasi: PT. Kimshafi Alung Cipta.
Yuliastuti, H., Mulyono, S., Krisprimandoyo, D. A., & Jusman, I. A. (2024). Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust. International Journal of Business, Law, and Education, 5(1), 657–667. https://doi.org/10.56442/ijble.v5i1.453
Al Balushi, M. K., Soliman, M., Kennedy, R., & Butt, I. (2024). How Could Brand Image, Ethnocentrism, and Brand Attachment Impact Consumer Behaviour in the Service Industry: A Comparative Study. Journal of Tourism and Services, 15(29), 1–23. https://doi.org/10.29036/jots.v15i29.657
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Febrianti, W., & Hasan, R. (2022). Impact of Product Quality and Brand Image Towards Buying Decisions with Buying Interest as Mediation Variable. Journal Research of Social, Science, Economics, and Management, 1(11), 1899–1912. https://doi.org/10.59141/jrssem.v1i11.202
Hardani, Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (2020). Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: Pustaka Ilmu.
Jonathan, Januardin, & Saragih, R. B. (2025). The Influence of Price, Promotion, and Product Quality on Fashion Product Purchase Decisions at Irian Supermarket Tanjung Morawa. Mount Hope Economic Global Journal, 3(2), 152–165. https://doi.org/10.61696/mega.v3i2.752
Kasmir. (2022). Pengantar Metodologi Penelitian. Depok: Rajawali Pers.
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Boston: Pearson Education.
Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.1177/002224296102500611
Lawless, H. T., & Heymann, H. (2010). Descriptive Analysis. In Sensory evaluation of food: Principles and practices (pp. 341–378). Boston: Springer. https://doi.org/10.1007/978-1-4615-7843-7_10
Lionarto, L., Tecoalu, M., & Wahyoedi, S. (2022). Harga dan Kualitas Produk terhadap Keputusan Pembelian Mobil yang Dimediasi Kepuasan Konsumen. Journal of Management and Bussines (JOMB), 4(1), 527–545. https://doi.org/10.31539/jomb.v4i1.3709
Maharani, N. D., Puspaningrum, A., & Isharina, I. K. (2023). The Effect of Perceived Product Quality and Brand Image on Purchase Decision with Trust As Mediation. Journal of Business and Management Review, 4(4), 254–269. https://doi.org/10.47153/jbmr44.6672023
Megawati, M., & Komariyatin, N. (2024). The Role of Brand Image on Purchasing Decisions With Influencer Marketing and Online Customer Reviews as Mediation Variables. At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 10(2), 294–312. https://doi.org/10.24952/tijaroh.v10i2.14925
Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building Trust in Sustainable Brands: Revisiting Perceived Value, Satisfaction, Customer Service, and Brand Image. Sustainable Technology and Entrepreneurship, 4(3), 100105. https://doi.org/10.1016/j.stae.2025.100105
Porter, M. E. (1985). The Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
Raharjo, T. W., & Ir Herrukmi Septa Rinawati, M. M. (2019). Penguatan Strategi Pemasaran dan Daya Saing UMKM Berbasis Kemitraan Desa Wisata. Surabaya: Jakad Media Publishing.
Septiani, D. I., & Chaerudin, R. (2020). The Effect of Customers’ Price Perception, Perceived Quality and Brand Image Toward Purchasing Intention in Bandung Local Shoe Brand. International Conference on Economics, Business and Economic Education 2019, 1242–1254. https://doi.org/10.18502/kss.v4i6.6674e
Shen, Y., & Ahmad, R. (2022). The Influence of Brand Image and Favorability Toward Citizens in a Product’s Country of Origin on Product Evaluation: Moderating Effects of Switching Costs. Frontiers in Psychology, 13, 740269. https://doi.org/10.3389/fpsyg.2022.740269
Sofirin, P. S. H. (2023). Pengaruh Daya Saing Pasar dan Servicescape terhadap Keputusan Pembelian pada Matjeo Korean Grill di Kota Pasuruan. Universitas Merdeka Pasuruan.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Unegbu, H. C. O., Yawas, D. S., & Dan-Asabe, B. (2024). the Impact of Digital Transformation on Nigerian Small and Medium-Sized Enterprises (Smes) in the Global Business Landscape. Jurnal Mekanikal, 47(1), 66–85. https://doi.org/10.11113/jm.v47.478
Wahyuni, S., & Susilo, E. (2025). Pengaruh Citra Merek, Harga, dan Label Halal Terhadap Daya Tarik Konsumen Kosmetik Wardah Pada Masyarakat Jepara: Indonesia. Economics and Digital Business Review, 6(1), 368–379. https://doi.org/10.37531/ecotal.v6i1.2101
Wijaya, K. S. (2023). The Influence of Brand Image and Trust on Purchase Decisions in TikTok Shop. Journal Research of Social Science, Economics & Management, 3(1), 1–13. https://doi.org/10.59141/jrssem.v3i01.516
Wulandari, A., & Mulyanto, H. (2024). Keputusan Pembelian Konsumen. Bekasi: PT. Kimshafi Alung Cipta.
Yuliastuti, H., Mulyono, S., Krisprimandoyo, D. A., & Jusman, I. A. (2024). Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust. International Journal of Business, Law, and Education, 5(1), 657–667. https://doi.org/10.56442/ijble.v5i1.453
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