Pengaruh Nama Produk dan Kemudahan Pembelian Terhadap Minat Beli Kopi Kenangan di Jakarta

Abstract

This study aims to determine how much influence the name of the product and ease of purchase of buying interest in Kopi Kenangan products. This research is a quantitative study using SPSS Statistics 13 program with a total sample of 120 respondents who are domiciled in Bekasi, East Jakarta, Central Jakarta, North Jakarta, South Jakarta, West Jakarta and others who know Kopi Kenangan products by using nonprobability sampling and purposive sampling techniques. The results of this study indicate that the name of the product does not affect the buying interest and ease of purchase affects the buying interest. The benefits of this research for Kopi Kenangan are as input or evaluation in order to maintain and improve product names and ease of purchase so that Kopi Kenangan products can compete with other competitors.