Open AccessPENGARUH 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)
Author(s) -
Fahreza Megananda,
Sanaji Sanaji
Publication year - 2021
Publication title -
jim (jurnal ilmu manajemen)
Language(s) - English
Resource type - Journals
ISSN - 2549-192X
DOI - 10.26740/jim.v9n4.p1613-1622
Subject(s) - cola (plant) , psychology , population , advertising , mathematics , medicine , business , environmental health , endocrinology
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.