Create a Comfortable Shop Atmosphere

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The Influence of Consumer Perceptions and Brand Image on the Interest of Buying Killliney Coffee Shop among Millennial Generation in the City of Medan

Introduction

In the modern era, coffee shops have become more than just a place to enjoy a cup of coffee; they have also become social spaces for the millennial generation. One example of such a coffee shop is Killliney Coffee Shop, which is present at various locations in the city of Medan. This study aims to explore the effect of consumer perceptions and brand images on buying interest among the millennial generation aged 20-29 years. The main focus of research includes six Killliney Coffee Shop outlets spread across Medan, namely Tasbih, Cemara Asri, Sun Plaza, Hermes Mall, RS.usu, and RCW. Through quantitative methods with an associative approach and using a questionnaire, this research involves 90 customers taken with non-probability sampling techniques.

The Importance of Consumer Perceptions in Influencing Buying Interest

Consumer perceptions play a crucial role in influencing buying interest in the competitive business world. The elements of consumer perceptions that were studied in this research include product freshness, habit, various flavors, and simultaneous atmosphere. The results showed that these elements had a significant influence on buying interest in Killliney Coffee Shop among the millennial generation. For instance, if customers feel that the coffee offered has a unique taste and good quality, they will be more likely to make a repurchase. This highlights the importance of product quality and uniqueness in attracting and retaining customers.

The Role of Brand Image in Attracting Consumer Attention

Brand image also plays a major role in attracting consumer attention. The three elements that form brand image include brands that are easy to remember, widely known, and good brand reputation. When the millennial generation has a positive perception of brand image, they become more interested in buying products. A strong brand can increase customer trust and ensure that they become loyal customers. This is evident in the case of Killliney Coffee Shop, where a positive brand image has contributed to its success in attracting and retaining customers.

The Influence of Attention, Interests, Expectations, Desires, and Actions on Buying Interest

This research also shows that buying interest is influenced by the elements of attention, interests, expectations, desires, and actions. This highlights the importance of optimizing each of these elements to attract consumers. For instance, marketing that attracts attention can increase consumer interest to try new products, while the hope of positive experience can encourage them to take purchases. This suggests that a brand must be able to optimize each of these elements to attract and retain customers.

Conclusion

In conclusion, the development of marketing strategies based on the analysis of consumer perceptions and brand image is very important for the Killliney Coffee Shop. By understanding the factors that influence purchase interest, management can formulate effective policies to increase competitiveness. Strategies such as improving product quality, strengthening brand image, and creating a comfortable shop atmosphere can be a key step to attract more customers, especially among millennial generations who are the main target markets. With the right approach, Killliney Coffee Shop can continue to grow and succeed in this dynamic market.

Recommendations for Killliney Coffee Shop

Based on the findings of this research, the following recommendations are made for Killliney Coffee Shop:

Improve Product Quality: Killliney Coffee Shop should focus on improving the quality of its products to meet the expectations of its customers. This can be achieved by using high-quality ingredients and implementing quality control measures.
Strengthen Brand Image: Killliney Coffee Shop should focus on strengthening its brand image by creating a positive and memorable brand identity. This can be achieved by using consistent branding across all marketing channels and creating a strong online presence.
Create a Comfortable Shop Atmosphere: Killliney Coffee Shop should focus on creating a comfortable and welcoming shop atmosphere that meets the expectations of its customers. This can be achieved by creating a cozy and inviting interior design and providing excellent customer service.
Optimize Marketing Strategies: Killliney Coffee Shop should focus on optimizing its marketing strategies to attract and retain customers. This can be achieved by using a mix of online and offline marketing channels and creating targeted marketing campaigns that appeal to the millennial generation.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study was conducted in a specific location (Medan) and may not be generalizable to other locations. Secondly, the study was based on a small sample size (90 customers) and may not be representative of the larger population. Finally, the study was based on a quantitative approach and may not capture the nuances of consumer perceptions and brand image.

Future Research Directions

Future research should focus on exploring the following directions:

Qualitative Study: A qualitative study can be conducted to gain a deeper understanding of consumer perceptions and brand image.
Large-Scale Study: A large-scale study can be conducted to increase the generalizability of the findings.
Mixed-Methods Approach: A mixed-methods approach can be used to combine the strengths of both qualitative and quantitative approaches.
Longitudinal Study: A longitudinal study can be conducted to explore the changes in consumer perceptions and brand image over time.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as questionnaires, data analysis, and results]
Q&A: The Influence of Consumer Perceptions and Brand Image on the Interest of Buying Killliney Coffee Shop among Millennial Generation in the City of Medan

Q: What is the main focus of this study?

A: The main focus of this study is to explore the effect of consumer perceptions and brand images on buying interest among the millennial generation aged 20-29 years in the city of Medan.

Q: What are the elements of consumer perceptions that were studied in this research?

A: The elements of consumer perceptions that were studied in this research include product freshness, habit, various flavors, and simultaneous atmosphere.

Q: What is the role of brand image in attracting consumer attention?

A: Brand image plays a major role in attracting consumer attention. The three elements that form brand image include brands that are easy to remember, widely known, and good brand reputation.

Q: What are the elements of attention, interests, expectations, desires, and actions that influence buying interest?

A: The elements of attention, interests, expectations, desires, and actions that influence buying interest include marketing that attracts attention, consumer interest to try new products, hope of positive experience, and encouragement to take purchases.

Q: What are the recommendations for Killliney Coffee Shop based on the findings of this research?

A: The recommendations for Killliney Coffee Shop based on the findings of this research include improving product quality, strengthening brand image, creating a comfortable shop atmosphere, and optimizing marketing strategies.

Q: What are the limitations of this study?

A: The limitations of this study include the small sample size (90 customers), the specific location (Medan), and the quantitative approach used.

Q: What are the future research directions based on the findings of this study?

A: The future research directions based on the findings of this study include conducting a qualitative study, a large-scale study, a mixed-methods approach, and a longitudinal study.

Q: What are the implications of this study for businesses and marketers?

A: The implications of this study for businesses and marketers are that they should focus on improving product quality, strengthening brand image, creating a comfortable shop atmosphere, and optimizing marketing strategies to attract and retain customers.

Q: How can businesses and marketers apply the findings of this study to their marketing strategies?

A: Businesses and marketers can apply the findings of this study to their marketing strategies by:

Improving product quality and uniqueness
Strengthening brand image and reputation
Creating a comfortable and welcoming shop atmosphere
Optimizing marketing strategies to attract and retain customers
Using a mix of online and offline marketing channels
Creating targeted marketing campaigns that appeal to the millennial generation

Q: What are the benefits of applying the findings of this study to marketing strategies?

A: The benefits of applying the findings of this study to marketing strategies include:

Increased customer satisfaction and loyalty
Improved brand reputation and image
Increased sales and revenue
Better customer retention and acquisition
Improved marketing effectiveness and efficiency

Q: What are the challenges of applying the findings of this study to marketing strategies?

A: The challenges of applying the findings of this study to marketing strategies include:

Identifying and targeting the right customer segments
Developing and implementing effective marketing strategies
Measuring and evaluating the effectiveness of marketing strategies
Managing and allocating marketing budgets and resources
Staying up-to-date with the latest marketing trends and technologies.