Mediating Role of Brand Trust in the Impact of Functional Image on Cognitive Loyalty

Fresh milk production in Indonesia increased from 2020 to 2022. According to the Badan Pusat Statistik (BPS), production in 2022 rose by 2.38% compared to 2021. However, this growth in production was not matched by higher milk consumption. BPS data show that the average per capita consumption of factory-processed liquid milk fell by 60.17% in 2021. One type of milk product offered on the market is liquid milk in ready-to-drink packaging, or what is known as UHT (ultra-high-temperature) milk. The existence of UHT milk is more practical for public consumption, so it is hoped that this will be a solution to increase public awareness of consuming milk. The UHT milk product, which is often consumed by people from several cities in Indonesia, shows that Ultra Milk UHT milk is the most widely consumed among other UHT milk brands. Therefore, this study aims to determine the mediating role of brand trust in the impact of functional image on cognitive loyalty studies on Ultra Milk UHT milk products. The data collection method was carried out using a questionnaire distributed to students in the city of Bandung, Indonesia, aged 18-25 years, who consumed Ultra milk UHT milk products. The author's reason for taking the research location in Bandung, Indonesia, is that Bandung is the highest producer of cow's milk in West Java and Ultra Milk UHT milk product, which is the object of research, is the UHT milk brand most consumed in the Bandung area. This research used a sample of 100 respondents obtained using the Lemeshow formula. The sampling technique used was non-probability sampling, with the sampling category using purposive sampling. The analysis tool in this research uses SPSS version 27. The research results show that functional image has a direct effect on brand trust, functional image has a direct effect on cognitive loyalty, brand trust has a direct effect on cognitive loyalty, and functional image has an indirect effect on cognitive loyalty mediated by brand trust of Ultra Milk UHT milk product.