<![CDATA[Intense competition in the sweetened condensed milk industry necessitates a deep understanding of consumer behavior to secure market share. This research addresses the discrepancy between the extensive marketing efforts of Dairy Champ the second largest market player and its suboptimal consumer purchase realization in Pamekasan Regency. The study aims to analyze the influence of marketing mix elements and brand image on purchase decisions within the local market. Utilizing a qualitative case study approach data were collected through semi structured in depth interviews with purposively selected informants and validated using source triangulation. The findings reveal that purchase decisions for Dairy Champ in Pamekasan are driven primarily by economic rationality competitive pricing and ease of access are the decisive factors. Furthermore recommendations from store owners were found to be significantly more effective in establishing consumer trust than mass media advertising. The research concludes that economic incentives and access convenience supersede emotional brand loyalty in this segment. Practically the study suggests that the company should pivot its strategy toward Trade Marketing specifically by strengthening relationships with merchants and conducting direct education to mitigate product quality concerns.]]>
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