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All Journal Jurnal Penelitian Pertanian Terapan JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) AgriHumanis: Journal of Agriculture and Human Resource Development Studies Journal of Food System and Agribusiness (JoFSA) MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal) Sigmagri Jurnal Ilmiah ESAI Master Manajemen
Bina Unteawati
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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CUSTOMER SATISFACTION AS A MEDIATOR BETWEEN PERCEIVED QUALITY, ATTITUDES, AND READY-TO-DRINK COFFEE PURCHASE INTENTION Edy Humaidi; Bina Unteawati; Nuni Anggraini; I Putu Adjie Windu Kertayoga; Rini Desfaryani
MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal) Vol 9 No 1 (2026): Mahatani : Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal)
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/mja.v9i1.43817

Abstract

Purchase intention is a key behavioral indicator of market competitiveness and business sustainability. Understanding its determinants—such as perceived quality, customer attitude, and satisfaction—is crucial for developing effective marketing strategies. This study analyzes the effects of perceived quality, customer attitude, and satisfaction on purchase intention for coffee ready-to-drink (RTD) products, and examines the mediating role of customer satisfaction. Data were collected through surveys and direct observation using accidental sampling, then analyzed with descriptive statistics and Structural Equation Modeling (SEM). The results show that customer attitude and satisfaction significantly influence purchase intention, both directly and through mediation. Customer satisfaction mediates the relationship between customer attitude and purchase intention, indicating that positive attitudes enhance satisfaction, which subsequently increases purchase intent. Conversely, perceived quality has no significant direct or indirect effect on purchase intention through satisfaction, suggesting its limited influence in this model. Overall, customer satisfaction serves as a key mediating factor linking attitude and purchase intention, while perceived quality plays a minor role. Strengthening customer attitudes and satisfaction is therefore a more effective strategy for increasing purchase intention for coffee RTD products.
Co-Authors Akas Prasetyo Annisa Fitri Chinda Giza Permata Cholid Fatih Clara Yolandika Desfaryani, Rini Dewi Kania Widyawati Edy Humaidi Eka Wulan Dari Fadila Marga Saty Febby Hardiyanti Fitriani Fitriani Fitriani I Putu Adjie Windu Kertayoga Kusmaria Luluk Irawati M Rofiq Marlinda Apriyani Noer, Irmayani Nuni Anggraini Pradani Afifah Dyah Pramudia Tami Wandira Rosdiana Septiani Sri Handayani Sutarni Sutarni Sutarni Sutarni Sutarni Sutarni Sutarni, Sutarni Teguh Budi Trisnanto Trisnanto, Teguh Budi Zainal Mutaqin