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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Strategic Marketing and Innovation
Sarah Permata Utami
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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The Impact of Perceived Value and Customer Experience on Willingness to Pay: The Mediating Effect of Brand Image Among Coffee Shop Consumers Sarah Permata Utami; Osly Usman
Journal of Strategic Marketing and Innovation Vol. 2 No. 3 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.3.02

Abstract

Customers' willingness to pay higher prices is becoming increasingly important due to the rising competition caused by Indonesia's growing coffee shop industry. This study examines how customer experience and perceived value impact willingness to pay through brand image. The data collected from South Tangerang, Indonesia, coffee shop customers via questionnaires was analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM). The findings demonstrate that perceived value and customer experience have a positive effect on brand image and willingness to pay. Apart from that, brand image plays a role in mediating these relationships, suggesting that offering better value and satisfying customer experiences can improve brand image and encourage consumers to pay higher prices.
Co-Authors Osly Usman