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All Journal Jurnal Ilmiah Hospitality Management TRJ (Tourism Research Journal)
Reno Catelya Dira Oktavia
Institut Pariwisata Trisakti, Jakarta, Indonesia
Humanities Environmental Science Social Sciences

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From Innovation to Pricing: Examining the Mediating Role of Product Quality in SME Coffee Shops Reno Catelya Dira Oktavia; Amrullah Amrullah; Oktovianus Oktovianus; Adam Rachmatullah; Hanafi Hamzah
Jurnal Penelitian Pariwisata Vol 10 No 1 (2026): (TRJ) Tourism Research Journal
Publisher : Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/trj.v10i1.308

Abstract

In recent years, small and medium-sized coffee shops have faced intense competition, requiring innovative strategies to enhance product quality and pricing decisions. This study examines the effect of product innovation on price, with product quality as a mediating variable, in SME coffee shops in Jakarta, Indonesia. The purpose of this study is to clarify how innovation translates into price through improvements in product quality, providing both theoretical and practical insights for competitive market management. A quantitative approach was employed, using a survey of 500 coffee shop consumers, which was analysed using Structural Equation Modelling (SEM) with SmartPLS 4. The results indicate that product innovation significantly improves product quality, enhancing menu variety, taste consistency, and overall customer experience. Product innovation also has a significant direct effect on price, while product quality positively influences price. Mediation analysis shows that product quality does not mediate the relationship between product innovation and price. These findings suggest that product innovation primarily drives differentiation and perceived value, but its impact on price through product quality is not significant. The study contributes to marketing and innovation literature by clarifying the relationships linking product innovation, product quality, and price. Practically, SME coffee shop managers are encouraged to integrate product innovation with quality management to strengthen competitive positioning and set prices effectively. Keywords: product innovation; product quality; price; SME coffee shops
Contemporary Culinary Trends, Product Innovation, and Purchase Decisions in Public Culinary Spaces: The Moderating Role of Local Cultural Preferences Reno Catelya Dira Oktavia; Nurbaeti; Amrullah; Muhammad Bilal Sulaeman; Raka Dimas Wisanggeni
Jurnal Ilmiah Hospitality Management Vol. 16 No. 2 (2026): June 2026
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jihm.v16i2.355

Abstract

This study addresses the main problem of whether contemporary culinary trends truly drive purchase decisions in local public culinary spaces compared to product innovation and cultural factors. The study aims to analyze the influence of contemporary culinary trends and product innovation on purchase decisions, with local cultural preferences as a moderating variable. Previous studies have generally emphasized the positive role of culinary trends and innovation; however, they remain limited in examining the inconsistency of these effects and the moderating role of local cultural preferences in public space contexts. A quantitative approach was employed through a survey of 110 respondents using purposive sampling, and the data were analyzed using SEM-PLS. The findings reveal that product innovation and local cultural preferences significantly influence purchase decisions, while contemporary culinary trends do not. Furthermore, local cultural preferences do not act as a moderator. Theoretically, this study contributes by highlighting the dominance of cultural identity in consumer behavior, indicating that purchase decisions are more culturally driven than trend-driven.
Co-Authors Adam Rachmatullah Amrullah Amrullah Amrullah Hanafi Hamzah Muhammad Bilal Sulaeman Nurbaeti Oktovianus Oktovianus Raka Dimas Wisanggeni