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All Journal Jurnal Manajemen Bisnis JDM (Jurnal Dinamika Manajemen) Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Sosioteknologi Indonesian Contemporary Nursing Journal (ICON Journal) JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI ESENSI: Jurnal Manajemen Bisnis Business Management Analysis Journal (BMAJ) Prima Abdika: Jurnal Pengabdian Masyarakat Journal of Islamic Economics, Management, and Business (JIEMB) Asian Journal of Management Analytics Paradoks : Jurnal Ilmu Ekonomi Journal of Economics, Bussiness and Management Issues Human Capital Development Jurnal Manajemen Bisnis Jurnal Dinamika Manajemen Journal of Management and Economics Innovation Widya Cipta : Jurnal Sekretari dan Manajemen
Tuti, Meylani
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Nursing Social Sciences Other

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Understanding Consumer Purchasing Decisions in Coffee Shops:The Role of Product Quality, Price Perception and Service Quality Hapsari, Brigitta Ditta; Tuti, Meylani
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 10 No. 2 (2026): September
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v10i2.11561

Abstract

This research aims to investigate the influence of product quality, price perception, and service excellence on consumer purchasing behavior at Cilikopi. This study is driven by the growing competition within the coffee shop industry, necessitating that business owners understand the critical factors affecting consumer purchasing decisions. The research utilized a quantitative methodology through a survey instrument. The study population comprised all Cilikopi consumers, utilizing an accidental sampling technique, which yielded 224 respondents. Data were obtained via a structured questionnaire employing a Likert scale and subsequently analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), with the aid of SmartPLS 3.0 software. The findings demonstrate that product quality, pricing perception, and service quality exert a favorable and significant impact on consumer purchasing decisions. These results suggest that consumers demonstrate a heightened propensity for purchase when product palatability and texture are satisfactory, the price is deemed appropriate relative to the perceived advantages, and service is rendered expeditiously and courteously. This research offers a theoretical contribution to the enhancement of consumer behavior studies within the food and beverage sector, specifically focusing on coffee shops. Practically, the research findings can serve as a foundation for coffee shop proprietors to enhance the quality of products and services, as well as to establish pricing strategies aligned with consumer expectations to boost purchasing decisions.
Co-Authors Abdul Rasid Abiyyu, Muhammad Fadhil Afrilianti, Lisa Ahmad, Sitti Musdalifah Aisyah, Ria Siti Aldiaz, Nail Aprilia Amanda, Indah Apriliani, Ernix Aryani, Dwi Retno Asfawi, Kristiyani Aslinda Mohd Shahril, Aslinda Mohd bellen, yuni alfitri Caterine, Caterine Cynthia, Rosabella Dwini, Sekar Efendi Efendi Erwan, Dona Fahlia, Alya Hapsari, Brigitta Ditta Islam, Alif Muhammad Kurniawan Widiyasa, I Gede Bayu Lestari, Anisa Citra Mitasari, Eliam Lola Mukarommah, Amirah Salwa Mulfa, Dian Lestari nadeka, lora Arista Paludi, Salman Pengestu, Kantri Setiawan Rahmawati, Inggit Rakhmawati, Heni Ramjaya, Farhan Sukma Saputra Rizkautami, Puspa Rizki, Fitto Safitri, Anisa Dwi Semi, Herlina Sulistia, Viki Sunaryo Sunaryo Widiarto, Rafa Wina Yeni Kurniati Yuliana, Selvia Tri Yulianzha, Tiara Andra