International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 10 (October 2025), Pages: 28-35

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 Original Research Paper

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

 Author(s): 

 Sofiah Nur Iradawaty 1, Mochamad Mochklas 2, *

 Affiliation(s):

  1Study Program of Management, Faculty of Economics, Universitas Yos Soedarso, Surabaya, Indonesia
  2Study Programs of Management, Faculty of Economics and Business, Universitas Muhammadiyah, Surabaya, Indonesia

 Full text

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0001-7674-2551

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.10.004

 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.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Street vendors, Informal economy, Branding, Purchase decisions, Logos

 Article history

 Received 21 April 2025, Received in revised form 11 August 2025, Accepted 2 September 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

Participation was voluntary, and informed consent was obtained from all respondents. All responses were kept anonymous and confidential. The study did not involve any procedures that could cause harm to participants.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Iradawaty SN and Mochklas M (2025). The role of simple branding in driving consumer purchasing decisions toward street vendors. International Journal of Advanced and Applied Sciences, 12(10): 28-35

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 Figures

  Fig. 1

 Tables

  Table 1  Table 2  Table 3  Table 4 

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