Abstract:
The rapid growth of coffee shops in Jambi City creates intense competition among coffee shops. Improving the quality services through the application of the five Dineserv factors, so more consumers decide to come to their coffee shop. The purpose of this study was to determine the influence of Tangible, Reliability, Responsiveness, Assurance, and Empathy on customer purchasing decisions to Circle Coffee Shop Jambi. The number of samples used in this study were 150 people who were selected through non-probability sampling technique. The data obtained in this study were analyzed using the Structural Equation Modeling (SEM) analysis technique based on the component-based Partial Least Squares path modeling (PLS-SEM). The results showed that of the five Dineserv factors.
