Pengaruh Branding Produk Susu Olahan terhadap Minat Beli Konsumen pada KPBS Pangalengan

Abstract

This study aims to analyze the influence of branding of processed dairy products on consumers' purchase intention at the South Bandung Dairy Farmers Cooperative (KPBS) Pangalengan. Branding, as the independent variable (X), was measured using three main indicators: brand image, brand trust, and brand awareness, while consumers' purchase intention served as the dependent variable (Y). This study employed a descriptive qualitative method using a literature review approach supported by field observations conducted during an industrial visit to KPBS Pangalengan. The data were collected from relevant literature and direct observations of the company's operations. The findings indicate that branding has a significant influence on consumers' purchase intention. Brand image and brand trust are the most dominant factors influencing purchase intention, as they create positive perceptions and enhance consumers' trust in product quality. Meanwhile, brand awareness serves as the initial stage in establishing brand recognition in consumers' minds. These findings are consistent with previous studies, which suggest that brand image and brand trust are strong predictors of purchasing decisions for dairy products. Therefore, this study recommends strengthening branding strategies through packaging redesign, digital marketing optimization, and consistent product quality to enhance brand trust and consumers' purchase intention