Marketing Mix Elements on Customer Service Satisfaction at Coffee Shops in Jakarta

Abstract

Nowadays, the coffee shop industry has experienced significant growth and popularity in recent years. With the rise of coffee drinking culture and the increasing demand for coffee, coffee shops have become an important part of the urban landscape. This study examines the role of the marketing mix in enhancing better customer satisfaction services in the coffee shop industry. This research used the path analysis method with a quantitative approach. The sampling technique used was the purposive sampling method. The research data was collected by using a questionnaire with 320 respondents who had visited 9 coffee shops listed on the Indonesia Travel website. This formula used to calculate the number of respondents in this study uses a sample size of ten times the rule. This research analysis tool uses SEM-PLS. The result of this study shows that of the seven variables studied, the variables of price, location, promotion, personnel, and premises facilities had no significant effect, while the variables of service quality and service process significantly affected customer satisfaction with coffee shop services in Jakarta. The implication of this research is expected to help marketers develop more effective marketing strategies and focus on elements that impact customer satisfaction.