Building Customer Loyalty for Coffee Shops in Denpasar City: Selected Elements of the Marketing Mix
DOI:
https://doi.org/10.38142/jebd.v4i1.446Keywords:
Product Quality, Price, Customer Satisfaction, Customer LoyaltyAbstract
Purpose:
This study analyzes the effects of product quality and price on customer loyalty through customer satisfaction at coffee shops in Denpasar City, Bali.
Methodology:
The study used 99 respondents selected from five coffee shops in Denpasar City. Data were analyzed using inferential analysis and Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS, including measurement-model assessment, structural-model assessment, and bootstrapping.
Findings:
Product quality and price each have positive and significant effects on customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty and partially mediates the effects of both product quality and price on customer loyalty.
Implication:
Coffee-shop managers in Denpasar should strengthen customer loyalty by consistently maintaining product quality, setting prices that are perceived as fair and competitive, and creating satisfying customer experiences. Coffee beans should be used within their optimal performance period, approximately one week to one month after roasting, while menu, packaging, and service quality should be managed consistently.
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References
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Copyright (c) 2026 A.A Made Indra Wijaya Kusuma, I Kadek Andika Budi Utama, Ketut Winda Pratiwi
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Creative Commons Attribution-NonCommercial 4.0 International License.
