Analysis The Effect of Product Quality, Price, and Promotion on Consumer Behavior of Kenangan Coffee in Makassar City

Abstract

The researcher conducted this study to analyze how product quality, price, and promotion affect consumer behavior at Kopi Kenangan in Makassar. A quantitative approach was applied through a survey method, involving 100 respondents who were customers of Kopi Kenangan as the research sample. The data were obtained from structured questionnaires and then analyzed using multiple linear regression with the help of SPSS software. The results indicated that the three independent variables, both individually and collectively, exert a positive and significant influence on consumer behavior. Among them, product quality appears as the most dominant factor, as the product's taste, aroma, and consistency strongly contribute to customer satisfaction and loyalty. The price variable also plays an important role, since fair and reasonable pricing in line with perceived value encourages consumers to make repeat purchases. In addition, digital promotions through social media and creative collaborations were found to be effective in attracting and retaining customers. Overall, this study suggests that the integration of product quality, pricing, and promotional strategies enhances Kopi Kenangan's competitiveness in the rapidly growing modern coffee market.