News exposure, brand awareness and alcohol consumption behavior among new drinkers in the Eastern region

Abstract

           This research aimed to study the differences between demographic characteristics and news exposure, the differences between demographic characteristics and brand awareness, and the differences between demographic characteristics and alcohol consumption behavior. The study was quantitative by collecting data in a one-time survey format from new drinkers in the Eastern region, tourist attractions, educational institutions, and universities in the Eastern region, both males and females aged 20-25 years (born between 2000 and 2005) who had experience consuming alcoholic beverages, totaling 400 people. The sampling method was purposive, quota, and accidental. The data were analyzed using descriptive statistics, F-test/One-Way ANOVA, and multiple regression analysis.
           The results of the study found that the information on brand awareness of alcoholic beverages of new drinkers in the Eastern region was at the level of strongly agree, with an average of 4.35. When considering the details, it was found that The sample group had the highest level of brand awareness towards alcoholic beverages among new drinkers in the Eastern region, which was the corporate image aspect with an average of 4.51, which was at the level of most agreement. The next highest level was the activity and product aspect with an average of 4.40, which was at the level of most agreement. The lowest level was the sales promotion aspect with an average of 4.10, which was at the level of very agreement.
          The results of the hypothesis testing found that 1) The sample groups with different issues in receiving news about alcoholic beverages had no different overall brand awareness of alcoholic beverages.