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.