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

In: Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

Author

Listed:
  • Titin Ayuni Safitri

    (Hasanuddin University)

  • Otto Randa Payangan

    (Hasanuddin University)

  • Fahrina Mustafa

    (Hasanuddin University)

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.

Suggested Citation

  • Titin Ayuni Safitri & Otto Randa Payangan & Fahrina Mustafa, 2025. "Consumer Preferences in the Coffee Sector: A Quantitative Study on the Role of Advertising, Brand Image, and Price Perception," Advances in Economics, Business and Management Research, in: Mursalim Nohong & Fitra Roman Cahaya & Phung Minh Tuan & Arifuddin Mannan & Anas Iswanto Anwar & Ria (ed.), Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), pages 2935-2943, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-758-8_240
    DOI: 10.2991/978-94-6463-758-8_240
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