Influence of Brand Positioning and Price Perception on Purchase Decisions of Instant Milk

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.