Pola Perilaku Pembelian dan Determinan yang Memengaruhi Ekuitas Merek Susu Kemasan “Ultra Milk” di Jabodetabek

Abstract

Ultra Milk menjadi merek yang mampu bertahan peringkat satu dalam kategori susu kemasan bermerek. Penelitian ini bertujuan untuk mengetahui bagaimana pola perilaku pembelian konsumen Ultra Milk dan determinan apa saja yang dapat memengaruhi ekuitas merek. Penelitian berlokasi di Jabodetabek dengan metode non-probability sampling dan teknik yang digunakan purposive sampling. Data yang digunakan yaitu data primer dengan kuesioner online. Metode analisis yang digunakan adalah analisis deskriptif, tabulasi silang, dan SEM-PLS. Hasil penelitian menunjukkan bahwa pola perilaku pembelian konsumen Ultra Milk, diantaranya konsumen melakukan pembelian tanpa direncanakan, cenderung melakukan pembelian di Minimarket (Alfamart, Indomaret, dan sebagainya), ukuran kemasan yang dibeli 250 sampai 300 mL, membeli susu tiga sampai lima kali setiap bulannya, membeli satu sampai dua buah dalam satu kali pembelian, mengonsumsi Ultra Milk dua sampai tiga kali dalam seminggu, serta pengeluaran konsumen dalam pembelian Ultra Milk kurang dari Rp 50.000 setiap bulannya. Dimensi merek yang berpengaruh signifikan terhadap ekuitas merek Ultra Milk yaitu kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Loyalitas merek memiliki pengaruh paling besar terhadap ekuitas merek. Hal ini dikarenakan konsumen loyal dan setia dalam pembelian Ultra Milk. Berdasarkan hasil ini, Ultra Milk dapat berinovasi mengembangkan variasi rasa, promosi konsisten dan menarik, serta manajemen merek yang efektif.

Ultra Milk is a brand that is able to stay at number one in the branded packaged milk category. This study aims to determine how Ultra Milk consumers' purchasing behaviour patterns and what determinants can affect brand equity. The research was located in Jabodetabek with a non-probability sampling method and purposive sampling technique used. The data used is primary data with an online questionnaire. The analysis methods used are descriptive analysis, cross tabulation, and SEM-PLS. The results showed that Ultra Milk consumers' purchasing behaviour patterns, including consumers making unplanned purchases, tend to make purchases at Minimarkets (Alfamart, Indomaret, etc.), the packaging size purchased is 250 to 300 mL, buying milk three to five times per month, buying one to two pieces in one purchase, consuming Ultra Milk two to three times a week, and consumer spending in purchasing Ultra Milk is less than IDR 50,000 per month. Brand dimensions that have a significant effect on Ultra Milk brand equity are brand awareness, brand association, perceived quality, and brand loyalty. Brand loyalty has the greatest influence on brand equity. This is because consumers are loyal and faithful in purchasing Ultra Milk. Based on these results, Ultra Milk can innovate to develop flavour variations, consistent and attractive promotions, and effective brand management.