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All Journal Majalah Ilmiah Bijak
Gading, Indira Ausani
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Humanities Economics, Econometrics & Finance Social Sciences

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Marketing Analysis of Kopi Kenangan: Enhancing Customer Purchase Decisions Sarjono, Haryadi; Gading, Indira Ausani; Fatima, Nazwa; Randy, Aisyah Rahma; Jasmine, Syakira Fakhriya; Putri , Kalea Okta; Soeratin, Boyke Setiawan
Majalah Ilmiah Bijak Vol. 22 No. 2: September 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

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Abstract

This research examines the marketing strategy of Kopi Kenangan, a Grab-and-Go coffee brand founded in 2017. On its first day, it sold 700 cups of coffee, showing strong market interest. The company uses the 4P marketing mix (Product, Price, Place, Promotion) effectively, supported by product innovation and active social media promotion. Kopi Kenangan targets Millennials and Gen Z, who often visit coffee shops to relax and socialize. The brand offers a unique customer experience through tasty, affordable drinks, modern café designs, and free WiFi. This research uses a qualitative narrative method, based on secondary data from journals, articles, and market reports. The analysis includes content analysis and SWOT analysis. The results show that Kopi Kenangan has strong brand recognition and market opportunities, but also faces competition and potential risks. Its success lies in building a positive brand image, maintaining high product quality, and using smart marketing strategies. While image attracts interest, product quality is a key factor in actual purchasing decisions. To sustain growth, Kopi Kenangan must continue to innovate, maintain quality, and stay connected with the preferences of young consumers. This study gives valuable insights for businesses aiming to thrive in the competitive coffee market by appealing to the younger generation
Co-Authors Fatima, Nazwa Haryadi Sarjono Jasmine, Syakira Fakhriya Putri , Kalea Okta Randy, Aisyah Rahma Soeratin, Boyke Setiawan