Vol. 5, No. 11, November 2024
E-ISSN: 2723 - 6692
P-ISSN: 2723 - 6595
http://jiss.publikasiindonesia.id/
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 2884
The Influence of Brand Trust on Purchase Decisions at Kopi
Kenangan Batam
Desi Natasya Aswar, Siska Amelia Maldin
Politeknik Pariwisata Batam, Indonesia
Correspondence: [email protected]
KEYWORDS
ABSTRACT
Brand Trust; Purchase
Decision; Kopi Kenangan
This research aims to analyze the effect of Brand Trust on
Purchasing Decisions at Kopi Kenangan Batam. The method used in
this research is Simple Linear Regression. The sample to be studied
was 100 respondents using the Slovin formula and purposive
sampling technique. The characteristics of the sample studied were
consumers located in Batam, had purchased Kopi Kenangan
products 2 times and were at least 15 years old. The results of this
study are expected to provide an overview of the Effect of Brand
Trust on Purchasing Decisions at Kopi Kenangan Batam.
Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
Introduction
Coffee has become one of the most widely consumed beverages globally, with increasing
demand annually. According to the United States Department of Agriculture (2024) Coffee consumption
in Indonesia increased in 2023/2024 by 4.79 million bags of coffee compared to 2022/2023 which
showed a figure of 4.78 million bags of coffee. This has resulted in an increase in the coffee industry,
where people now consume coffee as their lifestyle following popular trends. With the turn of the
current era changing the prospects of the coffee business, these conditions force various well-known
brands to compete by developing innovations that can differentiate them from their competitors
(Sitorus et al., 2022). Brand or brand is the identity of a product, service and company that can make
it easier for consumers to distinguish it from others. Entrepreneurs make various efforts to fulfill
consumer desires by managing marketing strategies and improving the quality of products and
services (Bernard et al., 2022; Jones et al., 2024)
Currently, the emergence of the concept of coffee shops that implement a grab and go system
is considered more efficient because it makes it easier for consumers to order products through
online application features without waiting in line. One of the local brands that applies this concept is
Kopi Kenangan, which was founded by James Pranoto, Edward Tirtanata and Cyntia Chaerunissa in
2017 with more than 900 branches in Indonesia. (Kopi Kenangan, n.d.). At first, Edward, one of the
owners of Kopi Kenangan, had tried to open a business in the same field by offering a tea product
called Lewis and Carroll, but it did not go well until finally he tried to open a business with his partner
by selling affordable coffee products, namely the Kopi Kenangan brand. (Ignacio Geordi Oswaldo, 2022).
In the second quarter of 2024 Kopi Kenangan managed to increase sales by 27% compared to the
second quarter of 2023 with sales of more than 940,000 cups of Matcha Series and 890,000 cups of
Aren Series within 2 months (Kopi Kenangan, n.d.). Kopi Kenangan also has a MUI halal certificate with
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the number LPPOM-00160107371020 to get an award as "The Best Halal Assurance System
Implementation" in 2022. With this, it can provide confidence for consumers when consuming their
products.
Building a brand is an effort in a business because a good brand image provides trust and
satisfaction for consumers. There is data presented by (Top Brand Award, 2024) stating that in recent
years local coffee brands that have occupied the position as the most popular brands in Indonesia in
2024, one of them is Kopi Kenangan, which is in second place with a value of 39% after Janji Jiwa with
a value of 44.80%. Other data from (Google Trend, 2024) said that the Kopi Kenangan brand is still
lagging behind Fore, with the percentage that occurred in Batam City showing that 45% of Kopi
Kenangan enthusiasts and 55% for Fore. This has decreased from last year. Therefore, an evaluation
is needed by the Company to identify the problems that occur.
Coffee shops that are involved in the coffee industry strive to provide a satisfying experience to
build trust for their customers. Brand trust or brand trust according to Firmasyah (2019) is a
consumer assessment that a product or service can fulfill the promised value so that it can satisfy
consumer desires which can provide satisfaction for buyers. If a product is assessed in accordance
with consumer expectations, customers will have a positive experience and build trust in using their
products . Before making a purchase, consumers will decide to determine the needs they
need. According to Lantara and Pramudana (2020) that purchasing decisions are consumer
perceptions when buying or using certain products more than once. Consumer decisions to buy a
product or service are the benefits that can be obtained by the company (Sitorus et al., 2022).
Therefore, companies ensure that the products or services provided remain consistent and of good
quality to ensure that consumers repurchase their products.
Previous studies on brand trust and purchasing decisions have largely emphasized generic
consumer behavior without delving into the unique dynamics of rapidly expanding local coffee brands
in competitive markets. Bernard et al. (2022) explored the role of brand experience in fostering
loyalty but did not specifically address how brand trust influences purchasing decisions in the context
of emerging coffee shop chains like Kopi Kenangan. Similarly, Anak Agung Made Oka Lantara (2020)
examined purchasing decisions as a reflection of consumer perceptions but did not consider the
interaction between brand trust and innovative business models such as the grab-and-go system. This
study aims to fill this gap by investigating how brand trust impacts purchasing decisions for Kopi
Kenangan in Batam, a region where the brand's market position is challenged.
Given the competitive landscape of the coffee industry and the strategic importance of Batam
as a growing market, this research is both timely and essential. It seeks to provide actionable insights
for Kopi Kenangan to enhance its brand trust and better meet consumer expectations, ultimately
driving purchasing decisions and sustaining growth. By addressing the identified research gap, this
study contributes to the academic understanding of consumer behavior in localized yet competitive
markets and offers practical implications for brand management in the coffee industry.
Research Methods
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(Sarwono & Handayani, 2021)
purposive sampling
𝑛 =
𝑁
1 + N. 𝑒
2
margin of error
Statistics
Results and Discussion
Hamid
Brand Trust (X)
Purchase Decision (Y)
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Cronbach Alpa
𝐘 = 𝛂 + 𝛃𝐗
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𝐘 = 𝟖, 𝟖𝟐𝟏 (𝛂) + 𝟎, 𝟑𝟔𝟔(𝛃)𝐗
β
Constanta α)
α
Conclusion
Based on the results of the discussion, it shows that the independent variable (Brand Trust) has
a significant influence on the dependent variable (Purchase Decision) with a t value> t table and a
significance value <0.05. This proves that brand trust has an influence on consumer perceptions to
decide to buy at Kopi Kenangan Batam.
The findings of this study confirm that brand trust significantly impacts purchasing decisions
at Kopi Kenangan Batam. To capitalize on this, coffee business actors should consistently deliver high-
quality products and services, ensuring transparency in sourcing and leveraging certifications like the
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Halal Assurance System to build trust. Optimizing digital platforms for seamless online ordering and
offering personalized promotions can further enhance consumer loyalty. Differentiating brand
identity through unique offerings, such as signature drinks and collaborations, alongside engaging in
localized marketing strategies, can strengthen connections with regional consumers.
For further research, studies could expand to explore brand trust in different regions or
countries, providing a comparative perspective. Longitudinal research could offer insights into the
evolution of brand trust and its long-term effects on consumer loyalty. Additionally, examining
variables like brand love, consumer satisfaction, and social media engagement, or analyzing
competitor strategies, could provide a deeper understanding of purchasing behaviors in competitive
markets. Implementing these strategies will benefit businesses while contributing to the broader
academic discourse on consumer behavior in the coffee industry.
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