Analysis of Consumer Interest in Halal-Certified Kenangan Coffee in Bangkalan City

Abstract

This study aims to analyze consumer interest in halal-certified Kopi Kenangan in Bangkalan Regency. The research method uses a descriptive qualitative approach with data collection techniques through non-participant observation and semi-structured interviews with Kopi Kenangan consumers. Informants were selected using purposive sampling with criteria of Muslim consumers, Millennial and Gen Z generations, and who had made at least two purchases. The results of the study show that consumer interest in Kopi Kenangan is shaped by four main factors: affordable prices, consistent product quality, current coffee consumption trends, and ease of service. However, consumer awareness of halal certification is still relatively low, where halal certification functions as a hidden prerequisite that is required but has not yet become a major attraction in the purchasing decision. This finding indicates the need for a more extensive educational communication strategy from Kopi Kenangan to raise consumer awareness about the importance of halal certification as an added value for the product.