Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: Intense market competition, coupled with the emergence of various instant milk brands with competitive prices, motivated this research. This study examines the influence of brand positioning and price perception on the purchase decision products . The research is driven by the growing globalmarket and increasing brand competition. A company’s success in brand positioning and how consumers perceive prices are key factors influencing purchasing behavior. Using a quantitative approach, data were collected from 100 consumers selected through purposive sampling. The data were analyzed using multiple linear regression . The results indicate that both brand positioning and price perception significantly influence purchase decisions, both partially and simultaneously. Based on these findings, it is recommended that continue to innovate its products and an innovative unique value propotion strategies on prioritizingquality to strengthen its competitive advantage and increase consumer loyalty in a highly competitive market.
Institution: Politeknik Negeri Semarang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414434614
FWCI:
Cites:
Cited by:
Related to: