<![CDATA[This study aims to analyze the influence of price, promotion, product innovation, and brand collaboration on consumers’ purchase intention toward the Kopi Kenangan brand in Tanjung Morawa District. This research is motivated by the increasing competition in the coffee beverage industry, which requires companies to understand the factors influencing consumer behavior. The method used is a quantitative approach with multiple linear regression analysis. Data were collected through questionnaires distributed to 96 respondents using a simple random sampling technique and analyzed using SPSS through validity tests, reliability tests, classical assumption tests, and hypothesis testing. The results show that partially, price, promotion, and product innovation have a positive and significant effect on purchase intention, while brand collaboration does not have a significant effect. Promotion is identified as the most dominant factor influencing consumers’ purchase intention. Simultaneously, all independent variables have a significant effect on purchase intention, with a coefficient of determination of 40.3%, indicating that the model has a moderate ability to explain variations in purchase intention. These findings indicate that effective marketing strategies, particularly in terms of promotion, pricing, and product innovation, play a crucial role in enhancing consumers’ purchase intention. Therefore, companies need to optimize marketing strategies that are oriented toward consumer needs and preferences]]>
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