Coffee Shop Brand Research Articles

ANALISIS POSITIONING COFFEE SHOP LOKAL DI WILAYAH JABODETABEK

This research aims to examine the concept of coffee shop brand positioning in Indonesia, namely Kopi Janji Jiwa, Kopi Kenangan, Point Coffee, Kopi Lain Hati, and Kopi Kulo. The data collection method used was by distributing questionnaires online with samples taken using non-probability sampling techniques with purposive sampling to respondents who enjoy 5 coffee shop brands in Indonesia. Descriptive testing is used to analyze the influence of positioning on the coffee shop brand. The data used in this research is primary data obtained from distributing questionnaires to 41 respondents. This research uses cross sectional research, namely a research method carried out over a relatively short time and in a certain place. The data analysis method used in this research is to analyze the attributes owned using the attribute based approach. In this research, three outputs will be produced, namely canonical discriminant function, preference map, as well as market strategy and marketing mix.

Enhancing Consumer Trust and Purchase Decisions Through Online Reviews and Hedonic Factors: A Study of Jakarta Coffee Shops

This study aims to determine how online reviews and hedonic factors influence trust and purchase decisions. The population of this research comprises consumers from 10 retail coffee shop brands located in Jakarta, with a sample size of 208 people. The sampling technique used is snowball sampling. The data analysis method combines quantitative and descriptive approaches. Quantitative data analysis employs the Structural Equation Model (SEM) with the help of LISREL software. The results show that online reviews, hedonic factors, and trust have a direct impact on purchase decisions. Additionally, trust can serve as a mediating variable between online reviews and hedonic factors in relation to purchase decisions. This study provides valuable insights for coffee shop business practitioners in managing online reviews, creating enjoyable experiences, and designing more effective marketing strategies to enhance consumer trust and influence purchase decisions.

The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop

This study examined eco-friendly practices (EFPs), green image, and brand attachment to identify antecedents that affect coffee shop consumers’ brand advocacy and brand loyalty, targeting Generation Z, who are emerging as the primary agents of eco-friendly consumption. In particular, we applied only the tangible EFPs that consumers can observe to identify a clear relationship between perceptions of EFPs and consumer behavior. This is the most significant difference from previous studies. In this study, 287 people who responded that they had visited Starbucks, which was selected as the coffee shop brand to be investigated through a pilot test, were used as a sample. As a result of the verification, EFPs demonstrated a positive influence on green image and brand attachment, and green image appeared to have a positive effect on brand attachment. Brand attachment was confirmed to be an antecedent that strengthens brand advocacy and brand loyalty. This study contributes to the literature on environmental friendliness in the hospitality industry and can be used to establish sustainable, eco-friendly marketing strategies in the food service business.

The Influence of Customer Relationship Marketing and Brand Image on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Study on Starbucks Coffee Indonesia)

Changes in consumer behavior are an ongoing phenomenon and are very important in the world of business, marketing and economics. Consumer behavior has new habits and lifestyles which have made fans of coffee drinking culture popular among the public. The business opportunity to open a coffee shop is one of the growing businesses in Indonesia. The large number of coffee shops in Indonesia makes business competition increasingly fierce and having loyal customers is one of the most important company assets. Starbucks is one of the largest coffee shop brands in Indonesia which really pays attention to marketing strategy and focuses more on customer relationships, namely Customer Relationship Marketing (CRM). Apart from CRM, brand image and brand loyalty also play an important role in differentiating a company and are powerful marketing tools mediated by customer satisfaction. The sample used in this research was 210 taken by purposive sampling. The data obtained were analyzed using structural equation modeling (SEM) analysis with the help of the AMOS 24 application. The research results show that the influence of customer relationship marketing has a significant positive effect on customer loyalty and customer satisfaction. Brand image has an insignificant positive effect on customer loyalty, but has a significant effect on customer satisfaction. Customer satisfaction has a significant positive effect on customer loyalty.

The Positioning of Coffee Shops Based on Consumer Perceptions: Study of Coffee Shops in Brebes Regency

The coffee shops are starting to bloom in Indonesia and are attracting more and more coffee lovers. Coffee shop growth rates also occur in Brebes Regency. Many new coffee shop brands offer new facilities and concepts to the community, especially the Brebes Regency area, so that every coffee shop entrepreneur must know the positioning in order to survive in the competition. The purpose of this study was to determine the mapping of consumer perceptions of the 3 coffee shops included in the research object in Brebes Regency, namely Kelirumology Coffee, Rajaswa Coffee and Warkop 12 based on the attributes of service quality, brand, location, facilities, price, menu diversity, and atmosphere so that useful to know the positioning of the coffee shop. Positioning is determined by reading the perceptual maps generated based on multidimensional scaling (MDS) analysis. The research data were obtained from questionnaires, library research, and direct observation according to the research objectives. The analysis technique uses multidimensional scaling with a sample of 86 respondents from consumers who have visited the 3 coffee shops. The results showed that consumers have their own perception of each brand based on the attributes of service quality, brand, location, facilities, price, menu variety and atmosphere. On the perception map, the coffee shop brand Kelirumologi Kopi leads because it is in quadrant I with positive coordinates in each dimension. Coffee shop brand Warkop 12 is in quadrant III. The Rajaswa Coffee brand is in quadrant IV. The results of the Kelirumologi Coffee coffee shop mapping lead with superior menu diversity, prices and facilities. But Kelirumologi Kopi has a weakness in brand attributes. Rajaswa Coffee coffee shop ranks second with excellence in brand and location attributes. But Rajaswa Coffee has weaknesses in the attributes of service quality and menu variety. Coffee shop Warkop 12 last place with excellence in service quality and atmosphere. And Warkop 12 has weaknesses in the attributes of location and price.

Hubungan Brand Awareness Dalam Menentukan Keputusan Pembelian di Coffee Shop Teras Muzaka Lubuk Basung

Teras Muzaka Lubuk Basung coffee shop is one of the coffee shops established in Lubuk Basung and has many customers. Based on observations made by the Teras Muzaka Lubuk Basung Coffee shop, it has several problems, including instability in the number of orders, consumers do not get an attractive impression when visiting, consumers only focus on one product so they do not recognize the Teras Muzaka Lubuk Basung Coffee shop brand, Teras Muzaka Coffee shop Lubuk Basung is not yet the main choice for consumers and there is a tendency for consumers to compare Teras Muzaka with other competing coffee shops.This type of research is classified as a quantitative research method with a causal associative approach. This research was conducted to see whether there is an influence of Brand Awareness on purchasing decisions at Teraz Muzaka Lubuk Basung, as well as to see the relationship between these two variables. The sampling technique used was purposive sampling. The number of samples was determined using the Slovin formula. The number of samples used was 377 respondents.Based on the research conducted, the following results were obtained: the level of respondents' achievement in the Brand awareness variable was 64% in the not good category and the purchasing decision variable was 73% in the quite good category. The results of the simple linear regression test obtained a calculated F value of 61.318 with Sig 0.000 < 0.05, so regression can be used. This means that brand awareness has a significant influence on purchasing decisions. The result of the regression coefficient equation is 0.538 with a sig value. 0.000 < 0.05. The R square value is 0.138, meaning that the Brand awareness variable has an influence of 13.8% on purchasing decisions at the Teras Muzaka Lubuk Basung Coffee shop and 86.2% is influenced by other variables not discussed in this research.
 

Pengembangan Platform Coffee Shop KURLEB dengan Fokus pada User Interface dan Prinsip UX Law

The increasing trend and public interest in coffee shops, also known as cafes. One of the cafes named Kopi KurangLebih has great potential to attract customers due to its strategic location, high-quality menu, and aesthetic ambiance. Although Kopi KurangLebih already has an Instagram account to showcase its content and engage with followers, the information provided is limited and lacks proper organization. Visitors to the coffee shop struggle to make menu choices due to the absence of a platform to display the available options. To address these challenges and improve the quality of service, a website is needed to document and present information that assists customers in making menu selections. The current reliance on social media as a source of information for coffee shops is inefficient and temporary, as the information shared only appears briefly on users' timelines. Hence, the development of an attractive and informative website for Kopi KurangLebih becomes necessary. The website should be designed according to user needs and the resources available to Kopi KurangLebih. By utilizing a digital information medium in the form of a website, potential customers can access and obtain information easily, thereby increasing their interest and purchasing power. The research also applies the Three Circles method and incorporates various UX Law principles into the user interface (UI) design. Through observations and analysis, the research identifies the values of Kopi KurangLebih, customer needs, and competitor values. This research successfully built a UI prototype of the KURLEB website, transforming it into an effective digital platform for promoting, storing, and providing information about Kopi KurangLebih. It also achieved a good user experience by providing relevant information, intuitive navigation, and appealing visual aesthetics. With a well-designed UI and the applied principles of UX Law, this website delivers a positive user experience, enhances customer engagement, and contributes to the sustainable marketing of Kopi KurangLebih as a local coffee shop brand.

Brewing happiness: Is it just about coffee or more?

This study aims to provide empirical evidence of the important role of product diversity and service quality on consumer’s perceived value and its subsequent influence on consumer satisfaction. The largest local coffee shop brands in Indonesia have been selected as the focal points of this study due to their amalgamation of traditional and modern flavors and the unique experiential offerings they provide to their customers. Notably, the novelty of this study resides in its intention to bridge a significant gap in the existing literature. Prior studies have rarely explored the factors associated with customer satisfaction within the context of local coffee shop services with the mediation role of perceived value and antecedents of product variability. The study adopts a quantitative research approach, utilizing a 5-point Likert scale in a survey-based methodology. A total of 262 respondents, comprising a diverse pool of coffee lovers and enthusiasts, actively participated in this survey. To examine and assess the hypotheses posited in this study, we utilized the SPSS macro-PROCESS (Model 4). The study's findings indicate a significant positive correlation between product and service diversity and customer value. This suggests that by offering a diverse range of innovative products and services, coffee shops can enhance the perceived value for customers, ultimately leading to higher satisfaction levels. Interestingly, this study has uncovered a notable difference in the role of service quality as a primary driver of customer satisfaction, in contrast to prior findings suggesting that service quality is merely one of several factors contributing to satisfaction.

THE EFFECT OF PRODUCT AND SERVICE QUALITY ON CUSTOMER LOYALTY FORE COFFEE JABODETABEK

<p>This research is a study that aims to examine the products and services of the Fore coffee shop brand on customer satisfaction and its effect on customer loyalty. The method used in this study is a quantitative research method with a total of 30 respondents domiciled in Jabodetabek. This research method was carried out by distributing questionnaires online as well as testing validity and reliability through the Cronbach Alpha test. The results of this study show that the products and services provided by Fore Coffee are quite good, but the services provided are not too significant compared to the products offered. The results of customer satisfaction from Fore Coffee's products and services are quite visible from the products alone. The relationship between customer satisfaction and loyalty of Fore Coffee proves that products and services can increase customer loyalty. In conclusion, the products and services at Fore Cofffee are quite satisfactory and affect customer loyalty.</p>

Have you been falling in love?: An analysis of coffee shop brand love in Thailand

ABSTRACT This study examines the relationship between brand love and brand happiness, and further examines the relationships between brand happiness, willingness-to-pay premium price, switching behavior, brand evangelism, and brand forgiveness. The proposed conceptual model and the accompanying hypothesized relationships were put to the test using structural equation modeling (SEM) in accordance with the two-step modeling approach. A self-administered online survey was employed to collect data from 564 customers who had experience with the Starbucks brand in Thailand. The findings of this study showed that brand love positively influences customers’ brand happiness. Moreover, brand happiness positively influences customers’ willingness-to-pay premium prices, brand evangelism, and brand forgiveness. However, the relationship between brand happiness and switching behavior was not significant. The research has implications regarding the consequences of brand love and recommends implications for coffee shop branding strategy.

빅데이터를 활용한 커피전문점 브랜드별 인식에 관한 연구

This study aims to prepare an academic basis and contribute to establishing a strategic direction based on research results by examining the historical background and market conditions of coffee shops and deriving consumer perceptions by coffee shop brands using online big data. For this purpose, from January 1, 2016 to June 30, 2022, data were collected on Naver blog and Naver cafe using the keyword 'each coffee sales brand'. The collected data went through a refinement process, and word frequency analysis, TF-IDF analysis, and LDA analysis of topic modeling were performed through text mining analysis. As a result of the analysis, consumers' perceptions of each brand were derived, the implications of this were discussed, and the limitations of this study were described.

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing of Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME company with an existence of less than five years like Payu. According to interview with Payu’s co-owner that Payu brand awareness is very low which in line with the result of questionnaire from total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root caused more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is primary root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview, distributing questionnaires, and conducting a focus group discussion. The collected data is then used to do analysis based on the collection methods. Quantitative results are used to make Cluster Analysis and Brand Awareness Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Concept Mapping. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis, the proposed marketing strategies are carried out. Based on BCM model, Payu are relatable with associations links “Nyaman” and “Kerja”. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing Buyer Persona Creation strategy based on cluster analysis. Second, coffee shops can work with influencers who has audience driven from the Buyer Persona Creation strategy. Third, conduct a brand activation based on the association links from brand concept mapping and invite the chosen influencers.

Exploring the Effects of Coffee Shop Brand Experience on Loyalty: The Roles of Brand Love and Brand Trust

Loyalty is an essential asset for a particular brand to maintain excellent relationships with its customers and secure its continuing long-term business. An understanding customers' emotional and rational dimensions regarding brand performance is required to collect information to develop a great brand management strategy. Therefore, this study examines mediating roles of both brand love and brand trust in relation to the dimensions of brand experience (sensory, affective, intellectual, and behavioral) and brand loyalty in the coffee shop business context. A total of 225 valid questionnaires were collected from Generation Z (Gen Z) and Y (Gen Y) coffee consumers in Yogyakarta, Indonesia. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was selected as an analytical method to evaluate the research results. The results show that affective, intellectual, and behavioral experiences directly influence brand love and brand trust, while the sensory experience only affects brand love. Furthermore, brand love and brand trust are proven to have a direct influence on brand loyalty. Subsequently, brand love successfully mediates the effect of each dimension of brand experience on brand loyalty. In contrast, brand trust is not successful in mediating the effect of sensory experience on brand loyalty. The results also clearly show that none of the model coefficient paths are significantly moderated by generation due to the small age gap. Finally, the findings suggest what all factors that could enhance brand loyalty to achieve competitive advantages and develop marketing strategies are. Limitations and further research are also discussed.

Developing Customer Engagement Through Instagram Social Media on Local Coffee Shop

Since COVID-19 has been declared as pandemic, many business sectors are affected, including food and beverage sector. As social distancing plays role in the current health protocol to prevent the mutation of Coronavirus, it is highly recommended for customers to buy food or drink in online mode rather than visiting the restaurants or coffee shops. Nevertheless, this online mode buying process would loose the emotional bond between the brand and the customers. Therefore, the marketing strategy through social media is believed as a way to maintain the emotional bond. The purpose of this research is to find out the precise model to increase the Kopi Kekinian’s customers’ participation on Instagram to strengthen the bond. The methods applied in this research is survey by distributing questionnaire for survey and by applying one-shot study data collection. The result was obtained from 155 respondents, during the data collection process from April to June 2021. The method to test the model is by applying Chi Square, ANOVA Test, and Logistic Regression. Moreover, the research result shows that the customer engagement affects the customer participation on local coffee shop brand’s Instagram social media, whereas the posting time, which plays role as the moderation that consists of weekdays and weekend, does not determine the connection between the customer engagement and the customer participation on the local coffee shop brand’s Instagram social media.

The chain coffee shop brand equity and the differences of the consumer segments’ responses to its dimensions based on their brand usage frequency

ABSTRACT This study considers four elements for a consumer-based chain coffee shop brand equity and investigates the responses of consumers, as their purchase intentions and brand attitudes, to each of the elements. It also probes brand attitude as a mediator of the elements’ impacts on purchase intention. Moreover, the chief important aim of the current study is to detect the potential differences among three different consumer segments for responding to the conceptual model, in terms of their usages of the brand. Data were collected from 448 coffee shop chain brands’ consumers in Tehran. Findings demonstrate the mediation role of brand attitude, but not among the heavy users. Only perceived quality does not directly affect purchase intention but does among the light users. Brand awareness’s greatest impact is on the light users’ brand attitude, and the self-congruity impact on purchase intention rises by growing usage among consumers. Also, self-congruity generally has the most direct impact on purchase intention. Managerial implications for better brand equity management in the coffee shop chain industry are provided.

An empirical study of food blogger influence on coffee shop brand image and consumer purchase decision in delapan gram

In recent years, food blogging has become a popular medium for sharing thoughts, feelings, opinions, and ideas. However, its impact on the beverage industry has not been widely studied. This study aims to examine the effect of food blogger promotion on brand image and purchasing decisions partially. This study took samples at the Delapan Gram Coffee Shop. The research method used in this research is the quantitative method. While the independent research variable is food blogger promotion (X), and the dependent variable is the brand image (Y1) and purchase decision (Y2). The data analysis method used in this study is multiple linear regression analysis using the SPSS program. This study found that food blogger promotion partially influences the brand image and purchasing decisions. However, brand image has a higher contribution to purchasing decisions than food blogger promotion. The practical implication of this research is as a reference for entrepreneurs, especially coffee shops, regarding the role of food bloggers in increasing sales. Meanwhile, the limitation in this study is that the sample scope is limited to one company. This study expects further research related to other factors that may have a greater influence on purchasing decisions.

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

English is an essential element in the field of marketing communication. The use of sound and correct language can provide its image for the public to view its brand’s image. The use of foreign language itself is one form of forming a brand image so that the public or potential consumers themselves can see a brand with a more positive image. This study aims to look at the purpose of implementing language choice on the Instagram page of Starbucks Indonesia and Coffee Bean Indonesia in building the brand image of these two global coffee shop brands in Ramadan month and the Eid celebration. This study employs a qualitative approach with an interpretive research paradigm. Laura Oswald’s marketing semiotics is the analytical method used in the current study. This study indicates that Starbucks Indonesia and Coffee Bean Indonesia have different target markets and distinctive brand images. Starbucks Indonesia uses simple words and sentences. Starbucks has a more personal or individual promotion; Coffee Bean Indonesia has a more dynamic approach and has word choices that are immediately related to religion and culture; the image created by Coffee Bean itself is familiar to the Indonesians and their social environment.

Consumer-Based Brand Authenticity and Brand Trust in Brand Loyalty in The Korean Coffee Shop Market

Based on a well-established framework, this study proposes and tests a model that attempts to understand the dynamic relationships among three dimensions of brand authenticity (i.e., quality commitment, heritage, and sincerity), two dimensions of brand trust (i.e., brand reliability and brand intention), brand affect, and brand loyalty among coffee shop customers. The verified model confirmed that all aspects of brand authenticity had significant effects on brand reliability and brand intention. Two aspects of brand trust had positive effects on brand affect and brand loyalty. Last, brand affect was, in turn, positively associated with brand loyalty. This research suggests that coffee shop brand managers may be well served by focusing on developing and strengthening brand authenticity and brand trust.

커피전문점의 브랜드 이미지가 지각된 가치를 통하여 재방문의도에 미치는 영향

커피전문점의 브랜드 이미지가 지각된 가치를 통하여 재방문의도에 미치는 영향

The Reciprocal Role of Trust in Customer Value Co-Creation

The main purpose of this research was to investigate the reciprocal nature of trust in a service provider, established through consumer involvement in value co-creation. Grounded in service-dominant logic and social exchange theory, the study used an existing consumer-generated co-creation contest by a popular U.S.-based coffee-shop brand. When examining customer involvement with value co-creation (N = 510), the covariance-based structural equation model test of recursive versus sequential trust models revealed that trust served as both a significant antecedent and an outcome of value co-creation and is reciprocal in nature. The findings provide support for trust networks as necessary condition for successful value co-creation. Finally, theoretical implications for service-dominant logic and social exchange theory are presented and practical implications discussed.