Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Analysis of Consumer Value in Choosing Local Coffee Shop

Author(s): Iin Mayasari, Adrian Wijanarko, Handrix Chris Haryanto, Iyus Wiadi, Gilang Cempaka

Purpose: This study aims to analyze the preferences of the local coffee shops. The number of local coffee cafes shows good development. The manager of a local coffee shop shows an interest in developing a business because it also follows increasing consumer preferences in Indonesia related to local coffee consumption. The concepts studied are related to extrinsic and intrinsic consumer values on consumer attitudes. This consumer value refers to the Holbrook typology. The extrinsic value consists of efficiency, service quality, play, and aesthetics, while intrinsic value consists of status, esteem, ethics, and escapism. The attitude of the consumers studied is satisfaction and loyalty. This study also proposes local brand preferences to explain consumer satisfaction.

Design/Methodology/Approach: The research method was a quantitative descriptive study by distributing questionnaires to 450 respondents. However, the number of respondents' data that could be reused was 420. The data were analyzed using partial least squares.

Findings: The results showed that not all proposed hypotheses were accepted based on the research data analysis. Of the ten hypotheses, eight hypotheses were supported. Aesthetics variables affect consumer satisfaction. The escapism variable influences consumer satisfaction. Esteem variable influences customer satisfaction. Local brand preference variables affect consumer satisfaction. The satisfaction variable influences customer loyalty. Service quality variables affect satisfaction.

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