ABSTRACT

This study examines the influence of branding elements—brand name, brand identity, brand color, and brand design—on students' preferences and purchasing decisions for soft drinks. A total of 378 questionnaires were distributed, with 280 correctly completed and analyzed. The study employs descriptive statistics to evaluate the responses, presenting data in frequency tables and mean score. Using regression analysis Findings reveal that brand name plays a moderate role in influencing students' soft drink choices, with familiarity, trust, and reputation being key factors. Brand identity also moderately impacts preferences, particularly when aligned with personal values, while visual elements such as logos and slogans have a lesser effect. Additionally, brand color has a moderate influence, mainly in product recognition and perceived quality rather than specific color preferences. Brand design, including packaging shape, graphics, and fonts, shows limited influence on purchasing behavior. Overall, the study highlights that while branding strategies contribute to students' decisions, other factors such as taste, price, and quality remain important. The research concludes that companies should focus on a holistic branding approach that integrates strong brand identity with other consumer preferences to enhance market appeal.