Influence of Brand Awareness, Brand Image, and Trust Against Kopi Kenangan Purchasing Decisions in West Jakarta

Abstract

This research aims to investigate the impact of brand recognition, brand image, and trust on purchase decisions for Kopi Kenangan, a popular coffee brand in West Jakarta. The study used purposive sampling to select 150 respondents from the Kopi Kenangan customer community, and data was collected through a survey questionnaire. The Partial Least Squares (PLS) technique was used to analyze the data. The study found that brand awareness, brand image, and trust have a significant and positive effect on customers' purchase decisions. The results of this study provide valuable insights into the factors that influence customer loyalty and purchase behavior in the coffee industry.