The role of simple branding in driving consumer purchasing decisions toward street vendors

Abstract

Street vendors are an important part of the informal economy. As competition grows, they need to use marketing strategies that are both suitable and low-cost. One such strategy is the use of simple branding tools, including logos, attractive packaging, and product images. This study investigates how these branding tools affect consumer purchase decisions for food and beverage street vendors in urban areas of East Java, Indonesia. The research applied a quantitative method using partial least squares structural equation modeling (PLS-SEM) with 179 purposively selected respondents. The results show that only logos have a significant influence on purchase decisions, while packaging and product images do not. These findings support the attention, interest, desire, action (AIDA) model and the theory of planned behavior (TPB), which highlight the role of logos in gaining attention and shaping positive consumer attitudes. This study extends the application of marketing theory to informal micro-enterprises and provides theoretical and practical guidance for street vendors and policymakers in creating more effective and relevant marketing strategies.