THE EFFECT OF ADVERTISING, BRAND IMAGE, AND PRICE PERCEPTION ON CONSUMER PREFERENCE: A CASE STUDY ON TRIWALA COFFEE IN MAKASSAR CITY = THE EFFECT OF ADVERTISING, BRAND IMAGE, AND PRICE PERCEPTION ON CONSUMER PREFERENCE: A CASE STUDY ON TRIWALA COFFEE IN MAKASSAR CITY

This study investigates the impact of advertising, brand image, and price perception on consumer preference, focusing on Triwala Coffee in Makassar City. As competition in the coffee industry intensifies, understanding the factors that influence consumer choices has become critical for businesses seeking to maintain and expand their market share. The research adopts a quantitative approach, surveying a sample of Triwala Coffee customers to assess how these three factors affect their purchasing decisions.

The findings reveal that both advertising and brand image significantly influence consumer preference, with brand image emerging as the most influential factor. Price perception, while also important, plays a comparatively lesser role in determining consumer choice. The study concludes that Triwala Coffee should prioritize enhancing its brand image through consistent and targeted advertising efforts to foster stronger consumer loyalty. Additionally, managing price perception through value-oriented marketing could further reinforce customer preferences.