Analisis Penggunaan Bahasa Asing pada Branding Menu Kopi Kenangan dan Kaitannya dengan Consumer Trust Konsumen Generasi Z

Abstract

The growth of the coffee shop industry in Indonesia has prompted companies to adopt branding strategies that can differentiate their brands while building consumer trust. One widely used strategy is the use of foreign languages in menu names as part of brand identity. This study aims to analyze the use of foreign languages in Kopi Kenangan’s menu branding and its relationship to consumer trust among Generation Z consumers. This study employed a quantitative approach with a descriptive design. Data were collected through an online questionnaire distributed to 44 respondents selected using purposive sampling. Data analysis was conducted through the stages of editing, coding, tabulation, and descriptive analysis using frequencies and percentages. The results of the study show that the majority of respondents believe that the use of foreign languages in menu names creates a more appealing and modern impression, and is in line with the characteristics of Generation Z. The use of a foreign language is also believed to increase consumer trust by reinforcing confidence in product quality and brand image, as well as encouraging repeat purchases. However, consumer trust is influenced not only by the use of a foreign language, but also by product quality, service, and the consumer experience. This study shows that the use of a foreign language can be an effective branding strategy when supported by consistent product quality and service.