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

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

Authors
Titin Ayuni Safitri1, *, Otto Randa Payangan1, Fahrina Mustafa1
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: ayunititin@gmail.com
Corresponding Author
Titin Ayuni Safitri
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_240How to use a DOI?
Keywords
Advertising; Brand Image; Price Perception; Consumer Preferences
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_240How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Titin Ayuni Safitri
AU  - Otto Randa Payangan
AU  - Fahrina Mustafa
PY  - 2025
DA  - 2025/07/30
TI  - Consumer Preferences in the Coffee Sector: A Quantitative Study on the Role of Advertising, Brand Image, and Price Perception
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2935
EP  - 2943
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_240
DO  - 10.2991/978-94-6463-758-8_240
ID  - Safitri2025
ER  -