Comparative Analysis of Customer Satisfaction, Consumer Perception, and Repurchase Intention between Ready-to-Drink (Bottle Coffee) and Coffee-to-Go (Coffee Cup) in Kopi Kenangan Consumers

This study aims to analyze differences in customer satisfaction, consumer perception, and repurchase intention between two Kopi Kenangan products: ready-to-drink (bottle coffee) and coffee-to-go (coffee cup). In the rapidly growing coffee industry, consumer preferences regarding serving formats play a crucial role in shaping satisfaction and loyalty. A descriptive quantitative approach with probability sampling was applied to 200 respondents, using online questionnaires. Data were analyzed using difference tests (one-sample and paired-sample t-tests) in SPSS v27. Findings reveal significant differences in customer satisfaction (p=0.039) and repurchase intention (p=0.003), while consumer perception showed no significant difference (p=0.127). These results provide valuable insights for Kopi Kenangan’s marketing strategies, highlighting the need to enhance product aspects most favored by consumers.