Product quality and cafe atmosphere perspectives on fore coffee customer satisfaction

Authors

  • Philemon Tiovan Siambaton Munthe Universitas Tanjungpura
  • Helma Malini Faculty of Economics and Business, Tanjungpura University, Indonesia
  • Nur Afifah Faculty of Economics and Business, Tanjungpura University, Indonesia
  • Bintoro Bagus Purmono Faculty of Economics and Business, Tanjungpura University, Indonesia
  • Harry Setiawan Faculty of Economics and Business, Tanjungpura University, Indonesia

DOI:

https://doi.org/10.35335/ijosea.v13i3.361

Keywords:

Product Quality, Cafe Atmosphere, Customer Satisfaction, Brand Image, Fore Coffee

Abstract

There are currently a lot of coffee shops in Indonesia, and they are effortless to find. Coffee drinks, which were previously only enjoyed by adults, have now become drinks that are much sought after by young people. Young people consider product quality and an attractive and comfortable atmosphere when choosing which coffee shop to visit. This quantitative research goals to determine the influence of product quality and cafe atmosphere on customer satisfaction fore coffee through brand image as an intervening variable. 200 participants from several major Indonesian islands participated in this study; they were gathered online using a purposive sample approach and a questionnaire. Data were analyzed using Structural Equation Modeling (SEM) using AMOS 24. This research shows that product quality positively and significantly affects brand image. Product quality also has a positive and significant effect on customer satisfaction. Likewise, the cafe atmosphere positively and significantly affects brand image. In contrast to the cafe atmosphere, it has a negative and insignificant effect on customer satisfaction. Brand image has an indirect influence on product quality and customer satisfaction. The Brand image also indirectly influences the cafe atmosphere and customer satisfaction. These findings can help coffee shop business actors strengthen their competitiveness in the current era of intense coffee shop competition.

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Author Biographies

Helma Malini, Faculty of Economics and Business, Tanjungpura University, Indonesia

Dosen Fakultas Ekonomi dan Bisnis Universitas Tanjungpura, Indonesia

Nur Afifah, Faculty of Economics and Business, Tanjungpura University, Indonesia

Professor of the Faculty of Economics and Business, Tanjungpura University, Indonesia

Bintoro Bagus Purmono, Faculty of Economics and Business, Tanjungpura University, Indonesia

Lecturer at the Faculty of Economics and Business, Tanjungpura University, Indonesia

Harry Setiawan, Faculty of Economics and Business, Tanjungpura University, Indonesia

Lecturer at the Faculty of Economics and Business, Tanjungpura University, Indonesia

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Published

2023-11-30

How to Cite

Munthe, P. T. S., Malini, H., Afifah, N., Purmono, B. B., & Setiawan, H. (2023). Product quality and cafe atmosphere perspectives on fore coffee customer satisfaction. International Journal on Social Science, Economics and Art, 13(3), 152–162. https://doi.org/10.35335/ijosea.v13i3.361

Issue

Vol. 13 No. 3 (2023): Nov: Social Science, Economics

Section

Articles

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Copyright (c) 2023 Philemon Tiovan Siambaton Munthe, Helma Malini, Nur Afifah, Bintoro Bagus Purmono, Harry Setiawan

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