At present there are many products with brands that dominate the market in Indonesia. Be it a well-known brand and have loyal customers. Until new brands begin to appear. Moreover, many influencers are campaigning for local Indonesian brands in order to compete with the popularity of foreign brands entering Indonesia. 

#LokalPride is a symbol of the local brand campaign which is now starting to be glimpsed by the majority of people. Because indeed most local brands not only offer more affordable prices, but also offer quality products that are no less good when compared to foreign brands.

Although local brands already offer various advantages as attractive as foreign brands. But there are still a large number of consumers who don’t want to move from a brand that has been used for a long time. There are various considerations that they use when choosing a brand, such as product quality. 

So, when it suits one brand, it will be difficult to switch to another brand that is not necessarily suitable for them. Most consumers do prefer a brand by considering the function and also affordability of the price. However, there are some consumers who prefer comfort when choosing a brand, compared to the appearance and the affordable price.

We conducted a study that aims to find out various reasons for consumers regarding brand selection used. The study was conducted by categorizing 8 types of product goods that are often used by the public. 

Most consumers do prefer a brand by considering the function and also affordability of the price. 

1. Fashion Products

The results of research on fashion products show that the majority of consumers prefer products that have good quality and durability with 38%. While 23% prefer fashion products from their functions and attractive appearance. And the rest choose a brand with a price that is affordable and comfortable to use, each of which has 10%.

2. Household Needs

In household appliance brand, 44% of consumers choose the brand with the best quality and durability. 23% of consumers like brand products because of their good appearance and function. While the rest, each 15% of consumers choose a brand that is known and affordable.

3. Smartphone

Not much different from the two brands above, the majority of consumers choose a smartphone brand based on the quality and durability of the product with 43%. As for the rest, in order to choose based on attractive appearance and have a good function and well-known brands with a percentage of 27% and 14%.

4. Electronic Goods

43% of consumers choose an electronic goods brand seeing the quality and also the good durability of the brand. So consumers tend to choose one brand for all electronic products they have. But there are also consumers who choose an electronic product brand based on an attractive appearance and in accordance with its function by 38 percent. While the remaining 29% prioritizes brands that have durable electronic products.

5. Private Vehicles

Like the results of previous studies, the majority of consumers choose a vehicle brand to prioritize quality and durability, with a percentage of 26 percent. While the rest each has a percentage of 13 percent, with 3 different reasons, an economical price, a well-known brand and also because of the attractive appearance and features.

Of the five categories above, consumers tend to choose a brand based on good quality. But there are also those who consider the appearance and function that stands out from each brand. There are also those who prefer brands that are easy to reach. As well as brands that already have names remain a consideration for some consumers. Especially for electronic product brands, some consumers see the durability of every existing brand.

6. Food and Beverage

In contrast to products with a long service life. For one-time consumption products, the majority of consumers prefer food and beverage brands based on taste. This is indicated by the 36 percent of consumers who prefer a brand that has a good taste for food and drinks. 16 percent consider a well-known brand, and the remaining 11 percent choose quality and memorable food.

7. Make-up Needs

Comparably the best with fixed products. For make-up needs. Female consumers are more concerned with brands that have an attractive appearance and also have a clear function, with the acquisition of 29 percent. While those who consider good quality and durability are only 26 percent. Even if it’s only one side