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All Journal JAM : Jurnal Aplikasi Manajemen Akuntabel : Jurnal Ekonomi dan Keuangan SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan SEIKO : Journal of Management & Business AkMen JURNAL ILMIAH Surya Abdimas Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat The International Journal of Business Review (The Jobs Review) JURNAL LENTERA BISNIS Jurnal Layanan Masyarakat (Journal of Public Service) Jurnal Ekonomi dan Bisnis Kontemporer Abdi-Dharma Jurnal Bisnis dan Kewirausahaan Journal of Financial and Business
Afiati, Lely
Universitas Widya Husada Semarang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Trends in Switching Coffee Consumption from Traditional Coffee Shops to Modern Cafés: A Push-Pull-Mooring Framework Perspective Afiati, Lely; Misrah; Ardani, Edvi Gracia
Jurnal Aplikasi Manajemen Vol. 24 No. 1 (2026)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

The rapid growth of Indonesia’s coffee industry reflects changes in consumer behavior, where coffee consumption has become part of lifestyle and social interaction. The coexistence of traditional coffee shops and modern cafés in Semarang City has intensified competition and encouraged consumer switching behavior. This study examines the influence of push, pull, and mooring factors on consumers’ switching intentions using the Push–Pull–Mooring (PPM) framework. A quantitative survey was conducted with 150 consumers in Semarang City who had experience visiting both traditional coffee shops and modern cafés. Data were collected through online questionnaires and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The results show that the push and pull effects positively and significantly influence consumers’ switching intentions from traditional coffee shops to modern cafés, whereas the mooring effect negatively and significantly influences these intentions. Dissatisfaction with traditional coffee shops and the attractiveness of modern cafés encourage consumers to switch, whereas emotional attachment, habitual behavior, familiarity, and switching costs restrain switching intention. The pull effect demonstrates the strongest influence among the examined variables. However, this study focuses on switching intention rather than actual switching behavior, as consumers may simultaneously consume coffee in both traditional coffee shops and modern cafés. This study extends the application of the PPM framework into an offline experiential consumption context and suggests that coffee businesses should strengthen emotional engagement and relationship-based strategies to sustain consumer loyalty in increasingly competitive coffee markets.
Co-Authors Annisa, Nenden Nur Annisah, Nenden Nur Anwar, Muhamad Syaeful Ardani, Edvi Gracia Didik Wahyudi Intan Syakila Listiana Kartini Muslimin Liesta Verawati Liesta Verawati Liesta Verawati Mailan Mailan Misrah Misrah Muhamad Anwar, Muhamad Muhamad Syaeful Anwar Muhamad Syaeful Anwar Muhamad Syaeful Anwar Munandar, Hanozanor Fadli Rusdi, Nurhidaya Syaeful Anwar, Muhamad Verawati, Liesta Wardhana, Faishal Dzaky