Abstract:
Service Quality is the difference between consumer perceptions and their
expectation that believed to be the important thing to stimulate purchase intention.
This study aims to identify the dominant factors of the service quality to stimulate
consumer purchase intention. The Service Quality theory from Parasuraman
(1998) that comprises five variables namely Tangible, Reliability,
Responsiveness, Assurance and Empathy is utilized in this research using
quantitative method to measure the service quality in a coffee shop areas. The
study is conducted at Starbucks coffee, Jakarta, Indonesia with 25 statements of
questionnaire constructed that was distributed to the total of 126 respondents that
selected using purposive sampling method. The statistical analysis was done using
the Statistical Package for Social Science (SPSS) Version 23.0 and used the factor
analysis method that resulted three dominant factors of service quality that
stimulate consumer purchase intention in a coffee shop namely, Assurance,
Customer Oriented and Third-Place.
