Determinants of consumer purchase decisions in coffee shops: The role of product quality, price, café atmosphere, and service quality
Keywords:
customer satisfaction, purchase decision, café atmosphere, servicecape, spurious loyalty, PLS-SEMAbstract
This study aims to analyze consumer perceptions and examine the direct and indirect effects of product quality, price, café atmosphere, and service quality on purchase decisions through the mediating role of customer satisfaction. A quantitative explanatory approach was employed using a survey of 100 consumers of modern coffee shops in Denpasar City, Indonesia, selected through purposive-accidental sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The descriptive findings indicate that perceptions of price and purchase decisions were categorized as high, while product quality, café atmosphere, service quality, and customer satisfaction were perceived at a moderate level. Inferential analysis reveals that all independent variables exert significant positive effects on both customer satisfaction and purchase decisions. Café atmosphere emerged as the strongest predictor of customer satisfaction (β = 0.489; f² = 0.553), whereas price represented the strongest direct determinant of purchase decisions (β = 0.246). Customer satisfaction functioned as a complementary partial mediator, with the strongest mediating effect observed in the café atmosphere pathway (60.3%). The structural model explained 57.4% of the variance in customer satisfaction and 65.4% of the variance in purchase decisions. The findings suggest that purchase decisions are shaped by two simultaneous mechanisms: a transactional pathway driven by price efficiency and an experiential pathway reinforced through affective satisfaction. This study also identifies the presence of spurious loyalty, in which frequent visits are not necessarily accompanied by strong emotional commitment. Therefore, coffee shop managers should prioritize servicescape optimization, product consistency, and personalized service to foster sustainable customer retention.
Downloads
References
Amellinda, R., Syarief, R., & Wulandari, R. (2023). Consumer behavior in making decisions to buy coffee at coffee shop in Bogor city. Jurnal Doktor Manajemen (JDM), 6(2), 116.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71.
Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 65(6), 101–109.
Gnawali, A. (2022). Determinants of lending behavior of joint venture banks in Nepal. Patan Prospective Journal, 2(2), 30–38.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Haryanto, A., Sanusi, E., & Utomo, F. C. (2025). Consumer satisfaction at coffee shop Pintu Dua Jakarta is influenced by store atmosphere and product quality through price. Dinasti International Journal of Management Science, 6(4), 633–644.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis. Structural Equation Modeling, 6(1), 1–55.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Manzo, L. C. (2015). Coffee shops as urban micro-publics: Social interaction and community in the city. Journal of Urban Design, 20(1), 77–96.
Mudjiyanti, R., & Sholihah, M. (2022). The effect of café atmosphere on loyalty through customer satisfaction. Innovation Business Management and Accounting Journal, 1(1), 1–11.
Mu’tashim, M. I., & Slamet, A. S. (2020). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen (Studi kasus pada coffee shop di Kota Bogor). Jurnal Manajemen dan Organisasi, 10(2), 91–105.
Oldenburg, R. (1989). The great good place. Paragon House.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Santoso, L. (2017). Etnografi warung kopi: Politik identitas cangkrukan di Kota Surabaya dan Sidoarjo. Mozaik Humaniora, 17(1), 59–75.
Zaini, A., Qomariah, N., & Santoso, B. (2020). Dampak harga produk, promosi, lokasi dan layanan terhadap keputusan pembelian. Jurnal Penelitian Ipteks, 5(1), 56–68.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Tennessee Research International of Social Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Articles published in the Tennessee Research International of Social Sciences (TRISS) are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant TRISS right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.
Articles published in TRISS can be copied, communicated and shared in their published form for non-commercial purposes provided full attribution is given to the author and the journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
