Improveing Consumer Purchasing Decisions Through Unique Selling Proposition and Brand Image in TA&TO MSMEs in Malang

Mahmudatul Himma; Fullchis Nurtjahjani; Diana Eka Poernamawati; Ane Fany Novitasari; Agustina Endang

doi:10.55227/ijhess.v6i2.2487

Authors

Mahmudatul Himma Business Administration, Politeknik Negeri Malang, Indonesia
Fullchis Nurtjahjani Marketing Management, Politeknik Negeri Malang, Indonesia
Diana Eka Poernamawati Business Administration, Politeknik Negeri Malang, Indonesia
Ane Fany Novitasari English for Business and Professional Communication, Politeknik Negeri Malang, Indonesia
Agustina Endang UMKM Ta&To, Malang, Indonesia

DOI:

https://doi.org/10.55227/ijhess.v6i2.2487

Abstract

Increasing competition in the culinary MSME sector has made consumer purchase decisions dependent not only on taste and price but also on product uniqueness and brand image. This study examines the effects of Unique Selling Proposition (USP) on purchase decisions and brand image, the effect of brand image on purchase decisions, and the mediating role of brand image among consumers of TA & TO MSME in Malang. A quantitative explanatory design was employed. Data were collected through questionnaires from 130 consumers who had previously purchased TA & TO products and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that USP has a positive and significant effect on purchase decisions (β = 0.449; t = 4.736; p < 0.001) and brand image (β = 0.679; t = 11.249; p < 0.001). Brand image also has a positive and significant effect on purchase decisions (β = 0.404; t = 4.282; p < 0.001). Furthermore, brand image significantly mediates the relationship between USP and purchase decisions (β = 0.274; t = 4.342; p < 0.001). The model explains 46.1% of the variance in brand image and 61.1% of the variance in purchase decisions. These findings indicate that a strong USP can strengthen brand image and encourage consumer purchase decisions. Therefore, culinary MSMEs should formulate clear product differentiation and communicate it consistently to strengthen brand positioning and consumer preference.

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