Pengaruh Promosi Terhadap Kepuasan Konsumen pada Kopi Payy Desa Cintalaksana Kecamatan Tegal Waru Kabupaten Karawang
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Abstract
This study examines the influence of promotions on consumer satisfaction towards Payy coffee products in Cintalaksana Village, Tegal Waru District, Karawang Regency. Promotion is a crucial element in marketing strategy that can create awareness, stimulate interest, and drive product purchases. While promotions can affect consumer perceptions of products, consumer satisfaction is also influenced by factors such as product quality, service, and user experience. This research employed observational methods by visiting the Payy Coffee SME directly and conducting interviews with its owner, Mr. Hj. Budi Mahmud. Data was also collected through questionnaires distributed to university students aged 20-25 years, revealing high interest in Payy coffee due to its unique flavor. The study's findings indicate a positive relationship between promotions and consumer satisfaction with Payy coffee. In this context, effective promotions can enhance consumer loyalty and create positive value for the product. Based on these findings, it is recommended that Payy Coffee SME enhance its promotional strategies, strengthen product quality and services, and bolster brand identity to maintain a competitive position in the market.
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