Pengaruh Kepuasan dan Ketertarikan Merek Terhadap Minat Beli Konsumen (Kopi Kenanangan Di Karawang)

Evita Agniya Adzima (Universitas Singaperbangsa Karawang)
Destia Ismayatun Azizah (Universitas Muhammadiyah Metro)
Ajad Sudrajat (Universitas Muhammadiyah Metro)

Jurnal Manajemen DIVERSIFIKASI
Vol. 5 No. 2 (2025): Juni

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