Determinants of Brand Identification in Pasteurized Milk Products: Evidence From Msmes in Indonesia

Abstract

MSMEs faces structural challenges related to business competition, threatening their sustainability and growth due to their vulnerability to the market volatility. Additionally, low brand awareness of MSMEs produced pasteurized dairy milk reduces consumer preference. This research was conducted to analyze and map the factors of attractiveness in pasteurized milk products of MSMEs that influence consumer brand identification. The research was conducted during January 2026 in Indonesia with a sample of 884 respondents who fit with the research criteria. This research used a quantitative approach with a descriptive method from primary and secondary data. Quantitative data analysis was performed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The variable with the greatest influence on consumers' brand identification is customer satisfaction. When customers' expectations of a brand are met or exceeded, those with stronger brand identification experience higher levels of satisfaction. This satisfaction not only leads to a positive evaluation of the product but also fosters customer loyalty, thereby encouraging repeat purchases.