The Effect Of Loyalty Programs And Customer Engagement On The Purchasing Decisions Of Generation Z In Karawang Regarding Kopi Kenangan

This study examines the effect of loyalty programs and customer engagement on the decision to purchase Kenangan coffee among Generation Z in Karawang. In the background, the rapid development of the coffee industry in Indonesia requires businesses to utilize innovative loyalty programs. The theories used include consumer behavior, marketing management, and the concept of customer engagement. The method applied is quantitative with a descriptive-verificative approach, collecting data through questionnaires distributed to 130 respondents. The research findings show that both loyalty programs and customer engagement have a significant positive effect on purchasing decisions, with an R-square value of 66.75%. Loyalty programs contribute to creating long-term relationships through interactive digital experiences, while customer engagement strengthens trust and product recommendations. The conclusion of this study confirms that strategies oriented towards loyalty programs and customer engagement are highly relevant in increasing purchasing decisions among Generation Z

Keywords: [Loyalty Programs, Customer Engagement, Purchase Decisions, Generation Z, Kopi Kenangan]