Abstract:
Purpose – The purpose of this study is to find out factors that influence customer’s
preferences of coffee shop in jabodetabek area. The variables used in this study to
influence customer’s preferences are price, food quality, location, word of mouth, store
ambience, store atmosphere, and store layout. Customer’s preference itself becomes
the mediating variable that influences customer satisfaction.
Design / Methodology / Approach – There are 36 items instrument was distributed
to people who have visited a coffee shop at least once in the past three months in
jabodetabek area using google form. This study is a quantitative research and it uses
non-probability sampling technique with a purposive sampling method. After getting
the 285 valid respondents, factor analysis is used to test the validity and reliability while
structural equation model is used to test the hypothesis. All tests are using SPSS
Statistik and Amos version 22.
Findings – the result of this study shows that food quality, word of mouth, store
ambience, and store layout significantly influence customer’s preferences and
customer’s preferences significantly influence customer satisfaction.
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Originality / Value – The research of customer’s preferences still remains scarce in
Indonesia and this study contributes to the literature of customer’s preferences at coffee
shop. Author believes that this is the first study which applies customer’s preferences
of coffee shop in greater Jakarta.
