PENGARUH BRAND AWARENESS DAN PROMOSI TERHADAP MINAT BELI KOPI WAMENA DI PASAR NASIONAL

Abstract

One form of community empowerment and effectiveness in improving the quality of coffee produced is to establish a characteristic of the Papua region, which is known for its coffee. This study aims to analyze the influence of brand awareness and promotion on the buying interest of Wamena coffee from Papua in the national market. The method used in this research is a survey, with data collection through questionnaires distributed to consumers of Wamena coffee. The analysis results show that brand awareness has a positive and significant effect on buying interest, meaning that the higher the consumer's brand awareness, the greater the likelihood of purchasing the product. Additionally, promotion also proves to have a positive effect on buying interest, indicating that effective promotional strategies can enhance consumer interest in Wamena coffee. This research provides important insights for marketers in designing better marketing strategies to increase the sales of Wamena coffee from Papua in the national market.
Keywords : Brand Awareness, Promotion,