Pengaruh Brand Image, Harga, dan Promosi terhadap Keputusan Pembelian Produk Susu UHT PT Cisarua Mountain Dairy (Cimory)

Abstract

The purpose of this study is to examine and analyze the influence of Brand Image, Price, and Promotion on the Purchase Decisions of Cimory UHT milk products. The processed milk industry has gained increased attention from the public in line with shifting consumption patterns toward healthier and more practical choices. One of the products that has become increasingly popular is UHT milk, which is considered sterile, nutritious, and convenient to consume. PT Cisarua Mountain Dairy (Cimory), as a local producer, offers various flavor innovations and intensive marketing strategies, yet has not succeeded in entering the Top Brand Index for the packaged milk category. The population in this study consists of Cimory UHT milk consumers, with a sample size of 97 respondents. Data were collected through a questionnaire survey, and analyzed using descriptive analysis and multiple linear regression with the help of SPSS. The results show that partially, brand image, price, and promotion has a positive and significant effect on purchase decisions. Simultaneously, the three variables have a significant effect on purchase decisions of Cimory UHT milk. Furthermore, based on the coefficient of determination, brand image, price, and promotion collectively influence purchase decisions by 71.1%.