Advertising should be a key component of marketing strategies

Oct 13, 2025 by wbrum.org 103 views

Effects of Advertising, Product Quality, Brand Image, and Price on Coca-Cola Beverage Purchasing Decisions at the Faculty of Economics and Business, University of North Sumatra

Introduction

The beverage industry is a highly competitive market, with numerous brands vying for consumer attention. In this context, understanding the factors that influence consumer purchasing decisions is crucial for businesses to remain competitive. This study aims to examine and analyze the influence of various factors, including advertising, product quality, brand image, and price on the decision to purchase Coca-Cola drinks at the Faculty of Economics and Business, University of North Sumatra. By focusing on students registered in the faculty, this research aims to identify which factors most dominantly influence their purchasing decisions.

Research Methods

This study uses primary and secondary data collected through documentation studies and questionnaires measured by Likert scale. The data obtained were analyzed statistically using the SPSS 23 program by conducting the F test, t-test, and calculation of the determinant coefficient (R²). The research involved 135 active students from the Management Department during the 2015 to 2018 period. The use of descriptive analysis and multiple regression methods allows for a comprehensive evaluation of the data and identification of the most significant factors influencing purchasing decisions.

Main Findings

Effect of Advertising

Advertising is a crucial factor in influencing consumer purchasing decisions. The results of this study show that advertising has a significant positive impact on purchasing decisions. This indicates that effective advertising campaigns can attract the attention of consumers and affect their perception of the product. In the context of Coca-Cola, advertising plays a vital role in creating brand awareness and influencing consumer behavior. The company's extensive marketing efforts, including television commercials, social media campaigns, and sponsorships, have contributed to its success in the beverage industry.

Product Quality

Product quality is the most dominant factor that influences purchasing decisions. Students tend to choose Coca-Cola because they consider the product to have good quality, including attractive taste and packaging. This finding is consistent with previous studies that have shown that product quality is a critical factor in influencing consumer purchasing decisions. In the context of Coca-Cola, the company's commitment to using high-quality ingredients and innovative packaging has contributed to its success in the market.

Brand Image

Strong Coca-Cola brand image also contributes positively to purchasing decisions. Brands that are widely known and have a good reputation will be more trusted by consumers. The Coca-Cola brand is one of the most recognizable brands in the world, with a rich history and a strong reputation for quality and consistency. The company's brand image has been built over decades through effective marketing and branding efforts, which have contributed to its success in the market.

Price

Unlike the three previous factors, price variables indicate an insignificant negative effect. This shows that students prioritize aspects of quality and brand image compared to prices when making purchasing decisions. This finding is consistent with previous studies that have shown that consumers are willing to pay a premium for high-quality products and brands with a strong reputation. In the context of Coca-Cola, the company's focus on product quality and brand image has contributed to its success in the market, despite the fact that prices are not a major factor in consumer purchasing decisions.

Analysis and Conclusion

Based on the findings above, it can be concluded that advertising, product quality, and brand image have a significant and positive influence on the decision to purchase Coca-Cola drinks at the Faculty of Economics and Business, University of North Sumatra. Meanwhile, prices are not a major factor in their decision. With an Adjusted R Square value of 0.461, this shows that 46.1% of variations in the purchasing decision can be explained by the four independent variables studied, while the remaining 53.9% is influenced by other factors not covered in this study.

Value-added

This study provides valuable insights for marketers and decision makers in the beverage industry, especially Coca-Cola, to better understand the factors that influence consumer behavior among students. With a greater focus on product quality and brand image, companies can design marketing strategies that are more effective for increasing customer sales and loyalty in this market segment. Additionally, the findings of this study can be applied to other industries and markets, providing a comprehensive understanding of the factors that influence consumer purchasing decisions.

Recommendations

Based on the findings of this study, the following recommendations are made:

Coca-Cola should focus on product quality and brand image: The company should continue to prioritize product quality and brand image in its marketing strategies, as these factors have a significant and positive influence on consumer purchasing decisions.
Advertising should be a key component of marketing strategies: Advertising is a crucial factor in influencing consumer purchasing decisions, and Coca-Cola should continue to invest in effective advertising campaigns to create brand awareness and influence consumer behavior.
Prices should not be a major factor in marketing strategies: The findings of this study show that prices are not a major factor in consumer purchasing decisions, and Coca-Cola should not prioritize prices in its marketing strategies.
Other factors should be considered in marketing strategies: The remaining 53.9% of variations in the purchasing decision is influenced by other factors not covered in this study. Coca-Cola should consider these factors in its marketing strategies to better understand consumer behavior and increase customer sales and loyalty.

Limitations

This study has several limitations that should be considered when interpreting the findings. Firstly, the study was conducted at a single university, and the findings may not be generalizable to other universities or markets. Secondly, the study only considered four independent variables, and other factors may influence consumer purchasing decisions. Finally, the study was conducted over a limited period, and the findings may not be representative of consumer behavior over a longer period.

Future Research Directions

This study provides a comprehensive understanding of the factors that influence consumer purchasing decisions in the context of Coca-Cola. However, there are several areas for future research that can build on the findings of this study. Firstly, future research can investigate the influence of other factors, such as social media and online reviews, on consumer purchasing decisions. Secondly, future research can examine the impact of demographic factors, such as age and income, on consumer purchasing decisions. Finally, future research can investigate the effectiveness of different marketing strategies, such as advertising and promotions, in influencing consumer purchasing decisions.
Q&A: Effects of Advertising, Product Quality, Brand Image, and Price on Coca-Cola Beverage Purchasing Decisions

Introduction

In our previous article, we discussed the effects of advertising, product quality, brand image, and price on Coca-Cola beverage purchasing decisions at the Faculty of Economics and Business, University of North Sumatra. This Q&A article provides a comprehensive overview of the study, addressing common questions and concerns.

Q: What was the purpose of the study?

A: The purpose of the study was to examine and analyze the influence of various factors, including advertising, product quality, brand image, and price on the decision to purchase Coca-Cola drinks at the Faculty of Economics and Business, University of North Sumatra.

Q: Who was involved in the study?

A: The study involved 135 active students from the Management Department at the Faculty of Economics and Business, University of North Sumatra, during the 2015 to 2018 period.

Q: What methods were used to collect data?

A: The study used primary and secondary data collected through documentation studies and questionnaires measured by Likert scale. The data obtained were analyzed statistically using the SPSS 23 program by conducting the F test, t-test, and calculation of the determinant coefficient (R²).

Q: What were the main findings of the study?

A: The main findings of the study were:

Advertising has a significant positive impact on purchasing decisions: Effective advertising campaigns can attract the attention of consumers and affect their perception of the product.
Product quality is the most dominant factor that influences purchasing decisions: Students tend to choose Coca-Cola because they consider the product to have good quality, including attractive taste and packaging.
Brand image contributes positively to purchasing decisions: Strong Coca-Cola brand image also contributes positively to purchasing decisions.
Price is not a major factor in purchasing decisions: Unlike the three previous factors, price variables indicate an insignificant negative effect.

Q: What are the implications of the study?

A: The study provides valuable insights for marketers and decision makers in the beverage industry, especially Coca-Cola, to better understand the factors that influence consumer behavior among students. With a greater focus on product quality and brand image, companies can design marketing strategies that are more effective for increasing customer sales and loyalty in this market segment.

Q: What are the limitations of the study?

A: The study has several limitations that should be considered when interpreting the findings. Firstly, the study was conducted at a single university, and the findings may not be generalizable to other universities or markets. Secondly, the study only considered four independent variables, and other factors may influence consumer purchasing decisions. Finally, the study was conducted over a limited period, and the findings may not be representative of consumer behavior over a longer period.

Q: What are the future research directions?

A: This study provides a comprehensive understanding of the factors that influence consumer purchasing decisions in the context of Coca-Cola. However, there are several areas for future research that can build on the findings of this study. Firstly, future research can investigate the influence of other factors, such as social media and online reviews, on consumer purchasing decisions. Secondly, future research can examine the impact of demographic factors, such as age and income, on consumer purchasing decisions. Finally, future research can investigate the effectiveness of different marketing strategies, such as advertising and promotions, in influencing consumer purchasing decisions.

Q: What are the recommendations for marketers and decision makers?

A: Based on the findings of this study, the following recommendations are made:

Coca-Cola should focus on product quality and brand image: The company should continue to prioritize product quality and brand image in its marketing strategies, as these factors have a significant and positive influence on consumer purchasing decisions.
Advertising should be a key component of marketing strategies: Advertising is a crucial factor in influencing consumer purchasing decisions, and Coca-Cola should continue to invest in effective advertising campaigns to create brand awareness and influence consumer behavior.
Prices should not be a major factor in marketing strategies: The findings of this study show that prices are not a major factor in consumer purchasing decisions, and Coca-Cola should not prioritize prices in its marketing strategies.
Other factors should be considered in marketing strategies: The remaining 53.9% of variations in the purchasing decision is influenced by other factors not covered in this study. Coca-Cola should consider these factors in its marketing strategies to better understand consumer behavior and increase customer sales and loyalty.

Conclusion

This Q&A article provides a comprehensive overview of the study, addressing common questions and concerns. The study provides valuable insights for marketers and decision makers in the beverage industry, especially Coca-Cola, to better understand the factors that influence consumer behavior among students. With a greater focus on product quality and brand image, companies can design marketing strategies that are more effective for increasing customer sales and loyalty in this market segment.