Pengaruh Brand Image Kopi Kenangan terhadap Loyalitas Konsumen Generasi Z: Studi Kuantitatif pada Pengguna Instagram

Abstract

ABSTRAK

Penelitian akademis ini mengangkat tema Brand Image Kopi Kenangan terhadap Loyalitas Konsumen Gen Z. Target ukurnya mencakup brand image Kopi Kenangan di mata konsumen Gen Z beserta tingkat loyalitas konsumen Gen Z terhadap Kopi Kenangan. Analisisnya juga mengkaji pengaruh antara brand image terhadap loyalitas konsumen Gen Z. Peneliti menerapkan metode kuantitatif berlandaskan paradigma positivistik. Kriteria populasi menyasar konsumen Gen Z yang berusia 17-29 tahun. Syarat tambahannya wajib berpengalaman membeli produk Kopi Kenangan dan aktif mengikuti akun Instagram Kopi Kenangan. Pengambilan sampel menetapkan kuota 100 responden. Proses seleksinya mengandalkan pendekatan non-probability sampling dengan purposive sampling. Penggalian data sepenuhnya memanfaatkan kuesioner. Rangkaian pengolahan angka melibatkan statistik deskriptif, uji keabsahan data, dan uji asumsi klasik. Evaluasi lanjutannya menerapkan analisis regresi linear sederhana, uji parsial (t), hingga uji koefisien determinasi (R²) berbantuan aplikasi SPSS. Keluaran hitungan mencetak nilai signifikansi sebesar 0,001<0,05 didampingi nilai t hitung sebesar 6,241. Fakta ini memastikan hipotesis penelitian dapat diterima. Rincian nilai koefisien determinasi (R²) menunjuk angka 0,284. Bukti ukur menegaskan brand image memberikan kontribusi sebesar 28,4% terhadap loyalitas konsumen. Porsi sisa 71,6% berasal dari intervensi variabel lain di luar batas riset. Pembuktian akhir menetapkan brand image berpengaruh positif dan signifikan terhadap loyalitas konsumen Gen Z.

 ABSTRACT

 This academic study examines the relationship between Kopi Kenangan’s brand image and Gen Z consumer loyalty. The research objectives include assessing Kopi Kenangan’s brand image as perceived by Gen Z consumers and measuring the level of Gen Z consumer loyalty toward Kopi Kenangan. The analysis also explores the influence of brand image on Gen Z consumer loyalty. The researcher employed a quantitative method grounded in the positivist paradigm. The population criteria targeted Gen Z consumers aged 17–29 years. Additional requirements included having purchased Kopi Kenangan products and actively following Kopi Kenangan’s Instagram account. The sample size was set at 100 respondents. The selection process relied on a non-probability sampling approach using purposive sampling. Data collection was conducted entirely through questionnaires. The data analysis process involved descriptive statistics, data validity tests, and classical assumption tests. Further evaluation utilized simple linear regression analysis, the t-test, and the coefficient of determination (R²) test using SPSS software. The results yielded a significance value of 0.001 < 0.05, accompanied by a calculated t-value of 6.241. This confirms that the research hypothesis is accepted. The coefficient of determination (R²) was found to be 0.284. The findings confirm that brand image contributes 28.4% to consumer loyalty. The remaining 71.6% is attributed to other variables outside the scope of this study. The final findings confirm that brand image has a positive and significant effect on Gen Z consumer loyalty.