Kopi Kenangan Buying Interest Analysis Of Gen Z In Medan City

Abstract

The phenomenon of high public Buying Interest in Kopi Kenangan in Indonesia, the existence of Kopi Kenangan Brand Ambassador from among artists, the quality of the coffee flavor that is liked by many people, and affordable prices, as well as the results of previous research motivate this research.  The purpose of the study was to determine the effect of Brand Ambassador, Product Quality, and Price on Consumer Buying Interest in Kopi Kenangan in Medan City. This type of research uses quantitative descriptive research. The research population that will be used in the study are all consumers who purchase Kopi Kenangan in Medan City, the number of which is not known with certainty. The sample amounted to 100 respondents. The sampling technique used in this study was the Accidental Sampling technique. The data analysis method used is Multiple Linear Regression Analysis. The results of partial hypothesis testing show that Brand Ambassador (2.191> 1.984) and Price (3.368> 1.984) have a positive and significant effect on Buying Interest. The results of partial hypothesis testing show that Product Quality (-0.150 < 1.984) has negative effect and is not significant to Buying Interest. The results of simultaneous hypothesis testing show that Brand Ambassador, Product Quality, and Price (14.981> 2.70) have a positive and significant effect on Buying Interest.