Consumer Preferences in the Coffee Sector: A Quantitative Study on the Role of Advertising, Brand Image, and Price Perception

Titin Ayuni Safitri (), Otto Randa Payangan and Fahrina Mustafa
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Titin Ayuni Safitri: Hasanuddin University
Otto Randa Payangan: Hasanuddin University
Fahrina Mustafa: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 2935-2943 from Springer

Abstract: Abstract This study investigates the impact of advertising, brand image, and price perception on consumer preferences at Triwala Coffee in Makassar City. A quantitative approach was used, involving 150 respondents who completed structured questionnaires. The data were analyzed using multiple regression analysis to examine the effect of these three variables on consumer preferences. The results indicate that advertising, brand image, and price perception each have a significant positive impact on consumer preferences. Among these, price perception was found to have the most substantial influence, followed by brand image and advertising. This research provides valuable insights for coffee shop owners on how to optimize their marketing strategies by enhancing advertising, building a strong brand image, and aligning pricing strategies with consumer expectations. The findings contribute to the existing literature on consumer behavior, particularly in the context of the food and beverage industry. Future research could explore additional factors such as service quality and digital engagement.

Keywords: Advertising; Brand Image; Price Perception; Consumer Preferences (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_240

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DOI: 10.2991/978-94-6463-758-8_240

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