UNLOCKING THE SECRETS TO BUILDING CUSTOMER LOYALTY FOR KOPI KENANGAN: THE POWER OF BRAND AWARENESS AND PERCEIVED QUALITY

Abstract

Coffee is a popular drink worldwide and increasingly popular in Indonesia. The coffee shop business
is booming across Indonesia, including in the city of Medan. Kopi Kenangan, a famous coffee brand in
Indonesia, has successfully built a strong customer base, but what is the secret behind their success?
This study aims to uncover the secret to building strong customer loyalty for the Kopi Kenangan
brand through brand awareness and perceived quality. Data was collected from 88 customer samples
through a questionnaire taken by probability sampling and processed with a structural equation
model using SPSS 23. The results of the study show that brand awareness has a positive and
significant impact on brand loyalty in Kopi Kenangan customers at Sun Plaza in Medan, while
perceived quality does not have a significant effect. From these results, it can be concluded that
increasing brand awareness can be an effective strategy to build customer loyalty and maintain a
competitive advantage in the increasingly competitive coffee industry. Furthermore, this study
provides new insights for coffee shop business owners to improve customer experience and build a
strong brand. By considering brand awareness, customers can have a positive perception of the
brand and become loyal to it. In an increasingly competitive business, maintaining customer loyalty
can be a key factor in the success of a coffee shop business.