Pengaruh Corporate Social Responsibility, Nilai Konsumen dan Kepercayaan Konsumen Terhadap Posisi Merek pada Produk Coca Cola
DOI:
https://doi.org/10.36312/ej.v6i1.2699Keywords:
Tanggung Jawab Sosial Perusahaan, Nilai Konsumen, Kepercayaan Konsumen, Posisi MerekAbstract
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.
Downloads
References
Akbar, T. (2023). Building perceived quality in the influence of personal selling on purchase decision. Interdisciplinary Social Studies, 2(6), 2051–2057. https://doi.org/10.55324/iss.v2i6.426
Andreu, J., López-Lomelí, M., & Gómez-Villanueva, J. (2016). How local/global is your brand? International Journal of Market Research, 58(6), 795–813. https://doi.org/10.2501/ijmr-2016-046
Bianchi, E., Bruno, J., & Sarabia-Sánchez, F. (2019). The impact of perceived CSR on corporate reputation and purchase intention. European Journal of Management and Business Economics, 28(3), 206–221. https://doi.org/10.1108/EJMBE-12-2017-0068
Cahyadi, F., & Tunjungsari, H. (2023). The influence of brand interactivity, involvement, social media CBE on loyalty: Trust as a mediation variable. International Journal of Applied Economics, Business and Management (IJAEB), 1(3), 1749–1757. https://doi.org/10.24912/ijaeb.v1i3.1749-1757
Cahyani, P., Welsa, H., & Aji, G. (2022). The effect of social media marketing, perceived quality on brand loyalty, with brand trust as intervening variables. International Journal of Economics, Business, and Accounting Research (IJEBAR), 6(2). https://doi.org/10.29040/ijebar.v6i2.4555
Chen, C. C. M., Nguyen, B., Melewar, T. C., & Dennis, C. (2017). Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation, and brand positioning: Evidence from the Taiwanese pharmaceutical industry. International Studies of Management & Organization, 47(3), 240-257.
Creswell, J. W. (2012). Educational research: Planning, conducting, and evaluating quantitative and qualitative research (4th ed.). Pearson.
Dai, X., & Qiu, Y. (2020). Common ownership and corporate social responsibility. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3668483
Deheshti, M., Firouzjah, J., & Alimohammadi, H. (2016). The relationship between brand image and brand trust in sporting goods consumers. Annals of Applied Sport Science, 4(3), 27–34. https://doi.org/10.18869/acadpub.aassjournal.4.3.27
Ferrel, O. C., Liang, Y., & Renneboog, L. (2017). Corporate social responsibility and stakeholder orientation. Journal of Business Ethics, 141(3), 405–419.
Gu, X., & Liu, Z. (2023). Regional brand positioning and integrated marketing strategy under the background of the yellow river strategy. Academic Journal of Business & Management, 5(27), 18–26. https://doi.org/10.25236/ajbm.2023.052703
Hameed, I., & Shahab, A. (2020). Factors influencing repeat purchasing behavior in online buying. International Journal of Research in Marketing Management and Sales, 2(1), 45–51. https://doi.org/10.33545/26633329.2020.v2.i1a.46
Heinberg, M., Ozkaya, H. E., & Taube, M. (2017). A brand management perspective on CSR: How brand knowledge and CSR perceptions impact consumer evaluation of rebranded products. Journal of Business Research, 74, 1–12. https://doi.org/10.1016/j.jbusres.2017.01.017
Ismail, M. (2021). Influence of positioning strategy and relationship marketing towards brand imaging. International Journal of Applied Management Theory and Research, 3(1), 32–52. https://doi.org/10.4018/IJAMTR.2021010103
Kim, T., Yang, J., & Yim, M. (2022). The effect of institutional CSR on brand advocacy during COVID-19: The moderated mediation effect of CSR expectancy and value-driven motivation. Journal of Product & Brand Management, 32(1), 37–58. https://doi.org/10.1108/JPBM-12-2020-3268
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Petravi?i?t?, K., Šeinauskien?, B., R?telion?, A., & Krukowski, K. (2021). Linking luxury brand perceived value, brand attachment, and purchase intention: The role of consumer vanity. Sustainability, 13(12), 6912. https://doi.org/10.3390/su13126912
Priansa, D. J. (2017). Komunikasi pemasaran terpadu. Bandung: Alfabeta.
Rozi, A. F. (2017). Analisis strategi pemasaran pada Djawa Batik Solo. Jurnal Manajemen dan Bisnis Indonesia, 3(2), 56–65.
Rozi, A. F. (2017). Analisis strategi pemasaran pada djawa batik solo analysis marketing strategies On Djawa batik Solo. Jurnal Manajemen Dan Bisnis Indonesia, 3(2).
Santoso, S., & Wulandari, S. (2021). Quality of service and brand trust against decisions using Indihome in Ciputat area of South Tangerang. Jurnal Mandiri Ilmu Pengetahuan Seni dan Teknologi, 5(1), 9–18. https://doi.org/10.33753/mandiri.v5i1.161
Song, Y., Young, F., & Cabading, D. (2024). Study of Chinese wine consumers behavior: Marketing mix model. Frontiers in Business Economics and Management, 15(1), 275–281. https://doi.org/10.54097/qmmqdb23
Szymura-Tye, A. (2016). Consumer value in marketing. In M. Szwajlik (Ed.), New trends in marketing (pp. 79–93). Pozna? University Press.
Top Brand. (2021). Top Brand Index: Soft drink category. Retrieved from https://www.topbrand-award.com/top-brand-index/?tbi_find=coca-cola
Wati, R., & Ekawati, H. (2016). Strategi positioning dan keputusan pembelian konsumen. Jurnal Manajemen dan Bisnis, 15(2), 22–34.
Yuliati, E., Wahyuni, D., & Ramadhani, Y. (2024). Emotional analysis of television advertising visualization branding Coca-Cola Zero in purchase interest. International Journal of Social Science and Human Research, 7(07). https://doi.org/10.47191/ijsshr/v7-i07-88
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Figo Alimbel, Syintia Mega Putri, Junaldo Rizky Mirza, Edi Tri Prayitno
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Empiricism Journal agree to the following terms:
- For all articles published in Empiricism Journal, copyright is retained by the authors. Authors give permission to the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agrees to implement a non-exclusive transfer of publishing rights to the journals.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
