Pengaruh Corporate Social Responsibility, Nilai Konsumen dan Kepercayaan Konsumen Terhadap Posisi Merek pada Produk Coca Cola
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Penelitian ini bertujuan untuk menganalisis pengaruh Corporate Social Responsibility (CSR), nilai konsumen, dan kepercayaan konsumen terhadap posisi merek produk Coca-Cola di Surabaya. Dalam menghadapi persaingan pasar minuman bersoda yang semakin kompetitif, Coca-Cola tidak hanya mengandalkan inovasi produk dan strategi pemasaran, tetapi juga menempatkan CSR sebagai bagian integral dari strategi brand positioning. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei berbasis kuesioner terhadap 118 responden yang pernah mengonsumsi produk Coca-Cola dalam enam bulan terakhir. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan analisis data dilakukan menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui perangkat lunak WarpPLS 7.0. Hasil penelitian menunjukkan bahwa CSR, nilai konsumen, dan kepercayaan konsumen masing-masing berpengaruh positif dan signifikan terhadap posisi merek. CSR yang dijalankan secara otentik, persepsi nilai yang tinggi terhadap produk, serta kepercayaan konsumen yang kuat terhadap integritas merek secara bersamaan memperkuat persepsi positif terhadap posisi merek Coca-Cola. Temuan ini mengindikasikan pentingnya sinergi antara nilai, kepercayaan, dan tanggung jawab sosial dalam membentuk loyalitas dan keunggulan kompetitif merek di pasar lokal.
The Influence of Corporate Social Responsibility, Consumer Value and Consumer Trust on Brand Position on Coca Cola Products
Abstract
This study aims to analyze the influence of Corporate Social Responsibility (CSR), consumer value, and consumer trust on the brand positioning of Coca-Cola products in Surabaya. In an increasingly competitive soft drink market, Coca-Cola not only relies on product innovation and marketing strategies but also integrates CSR as an essential component of its brand positioning strategy. A quantitative research approach was adopted, using a survey method with questionnaires distributed to 118 respondents who had consumed Coca-Cola within the past six months. The sampling technique used was purposive sampling, and data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with WarpPLS 7.0 software. The results show that CSR, consumer value, and consumer trust each have a positive and significant influence on brand positioning. Authentic CSR implementation, high perceived product value, and strong consumer trust in brand integrity collectively enhance the positive perception of Coca-Cola’s brand positioning. These findings highlight the importance of integrating value, trust, and social responsibility to strengthen brand loyalty and competitive advantage in the local market.
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