健康生活方式和品牌形象对大学生RTD(准备饮料)消费者偏好的影响

Fahreza Megananda, Sanaji Sanaji
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引用次数: 2

摘要

本研究旨在检验和分析健康的生活方式和品牌形象对泗水州立大学可汀堂校区学生的即饮消费偏好的影响。成为研究对象的即饮饮料类别是可口可乐零糖和Botol Sosro Tawar。本研究采用非概率抽样方法的定量方法和抽样技术。这项研究的对象是即饮型(RTD)消费者,即来自泗水州立大学柯廷堂校区的学生。根据Machin and Champbell(1987)的公式,本研究中研究者使用的样本数量为116个样本。使用的统计数据是在IBM SPSS Statistics 25.0的帮助下进行的多元线性回归。结果表明,健康的生活方式和。品牌形象。对消费者偏好有积极而显著的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
PENGARUH GAYA HIDUP SEHAT DAN CITRA MEREK TERHADAP PREFERENSI KONSUMEN MINUMAN RTD (READY TO DRINK) DI KALANGAN MAHASISWA KAMPUS U NESA KETINTANG (CASE: COCA=COLA ZERO SUGAR & TEH BOTOL SOSRO TAWAR)
This study aims to examine and analyze the influence of a healthy lifestyle and brand image on consumer preferences for ready-to-drink among students at State University of Surabaya on the Ketintang campus. The categories of ready-to-drink that became the object of the research were Coca-Cola Zero Sugar and The Botol Sosro Tawar. This study is using a quantitative approach with a sampling technique using a non-probability sampling method. The population for this research is ready-to-drink (RTD) consumers, which are students from the State University of Surabaya on the Ketintang campus. Number of samples that used by researchers in this study were 116 samples according to the formula of Machin and Champbell (1987). The statistic used is multiple linear regression with the help of IBM SPSS Statistics 25.0. The results show that a healthy lifestyle and.brand image.have a positive and significant effect on consumer preferences.
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