The Influence of Prices, Baristas, Product, and Store Atmosphere on Sustainability Coffee Shop Business in the Lowlands

Abstract

Business sustainability in the lowlands is the ability to continue to adapt to changing consumer trends and preferences. Therefore, these business actors must carry out research related to the sustainability of the business. This research aims to determine the influence of prices, baristas, products, and atmosphere on the sustainability of coffee shop businesses in the lowlands. The research was conducted in Tangerang City, which is a lowland area and has many modern coffee shops. The research time is July to September 2023. The research design used is quantitative and survey methods. The research population is coffee shop consumers in Tangerang City whose number is unknown so the sample size was determined deliberately, namely 100 consumers. Data analysis uses the Structural Equation Modeling instrument. The research results show that the price and product variables have a positive effect on the sustainability of coffee shop businesses in the lowlands of Tangerang City, but the barista variables and shop atmosphere have no effect. The indicator that can best explain the condition of the price variable is "price according to brand" and for products is "product innovation". For this reason, it is recommended that coffee shop business managers in the lowlands of Tangerang City maintain or improve product branding and innovate products so that their business is sustainable