The Impact of Brand Image, Product Quality, and Price on Ultra High Temperature (UHT) Milk Purchase Decisions Among Urban Consumers

Abstract

Perceptions of brand strength, product quality, and pricing increasingly shape urban consumer preferences for milk. This study examines the impact of brand image, product quality, and price on the purchase decisions of Ultra High Temperature (UHT) milk among urban consumers in Samarinda, East Kalimantan. A quantitative approach was applied using descriptive and causal-comparative methods. A total of 150 respondents were selected through convenience sampling, and data were gathered via an online structured questionnaire. Analysis included descriptive statistics and multiple linear regression. The findings reveal that brand image, product quality, and price all have a significant and positive influence on purchase decisions. Among these, product quality has the most substantial impact, followed by brand image and price. Consumers tend to favor products that offer consistent taste, packaging, and nutritional value, aligning with their expectations. The results suggest that producers should focus on enhancing product quality and strengthening brand reputation to attract and retain consumers. This study provides practical insights for companies aiming to enhance their marketing strategies and customer engagement in competitive dairy markets, particularly in urban areas where demand for convenient, high-quality milk products is increasing.