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All Journal Jurnal Manajemen DIVERSIFIKASI
Destia Ismayatun Azizah
Universitas Muhammadiyah Metro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kepuasan dan Ketertarikan Merek Terhadap Minat Beli Konsumen (Kopi Kenanangan Di Karawang) Evita Agniya Adzima; Destia Ismayatun Azizah; Ajad Sudrajat
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 2 (2025): Juni
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i2.7346

Abstract

This study aims to analyze the influence of consumer satisfaction and interest on buyinginterest in Kopi Kenangan in Karawang. Using a quantitative method and involving 102respondents selected through a random sampling technique, this study found that bothconsumer satisfaction and interest in the brand had a positive and significant influence onconsumers' buying interest. However, the low R-square result (21.0%) suggests that otherfactors may also influence buying interest. Based on these results, it is recommended thatKopi Kenangan continue to expand, innovate menus, collaborate, and utilize digitalmarketing to increase attraction and maintain consummer loyality
Co-Authors Ajad Sudrajat Evita Agniya Adzima