The Influence Of Taste, Brand Image And Price On Decisions Purchase Consumer About Coffee Sugar Aren At The Memorable Coffee Store In Medan

Clinton Chang; Cornellius Khosasi; Nurmaidah Ginting; Debora Tambunan

doi:10.63922/ijebir.v5i03.3513

Clinton Chang PUI PT. Manajemen Kopi dan Aren, Universitas Prima Indonesia
Cornellius Khosasi PUI PT. Manajemen Kopi dan Aren, Universitas Prima Indonesia
Nurmaidah Ginting PUI PT. Manajemen Kopi dan Aren, Universitas Prima Indonesia
Debora Tambunan Universitas Mahkota Tricom Unggul

DOI: https://doi.org/10.63922/ijebir.v5i03.3513

Keywords: Ambition Flavor, Brand Image , Price, Decision Purchase

Abstract

Coffee consumption has become popular among the public. This is easily seen in the emergence of many contemporary coffee shops. Kopi Kenangan is one of the most well-known coffee shops in Indonesia. Its signature menu is palm sugar coffee with milk, a mixture of fresh milk and palm sugar. Dubbed "modern coffee," its main menu and best-seller is Kopi Kenangan, a former palm sugar coffee. This study aims to evaluate the influence of palm sugar coffee flavor, brand image , and price on purchasing decisions at Kopi Kenangan outlets in Medan. The research population included consumers who had already made purchases at the company. The sample size of 100 consumers was determined using the Lemeshow calculation approach with a 5% error rate. The sampling technique was accidental sampling , which means anyone buyers met and fulfill research criteria. Findings The study found that the variables of palm sugar coffee flavor, brand image , and price influenced purchasing decisions at the Kenangan Coffee Shop in Medan. Simultaneously, these three variables were shown to have a significant impact on consumer purchasing decisions at the company.

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