Key Success in the Coffee Business: The Role of Word of Mouth and Prime Service

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FORMOSA NEWS

The influence of Word of Mouth (WOM) and service quality on consumer purchase decisions at Sikoseda Coffee Shop in Pamulang, South Tangerang, was examined by Muhammad Radja Ariev and Veta Lidya Delimah Pasaribu from Pamulang University. Conducted from May to July 2026, the research found that both factors play a crucial and simultaneous role in boosting sales volume and the appeal of coffee shops amid increasingly fierce culinary industry competition.

The coffee shop industry in urban areas like South Tangerang is growing rapidly not only as a place to enjoy drinks, but also as a social and workspace. Nevertheless, intense competition requires business players to understand the primary driving factors that cause customers to choose and recommend a place. Inter-consumer communication driven by positive reviews and prime service standards is believed to be the main determinant of customer loyalty and purchasing decisions.

This study used a quantitative descriptive method with primary data collection through a Likert-scale questionnaire. The total sample involved 99 respondents, calculated using the Slovin formula from the consumer population of Kedai Kopi Sikoseda.

Statistical analysis results showed several key findings:

• Partial tests proved that Word of Mouth has a significant effect on purchase decisions, with a calculated t-value greater than the t-table ($6.236 > 1.985$) and a significance level of $0.00 < 0.05$.
• Service quality proved to have a significant effect on purchase decisions, with a calculated t-value greater than the t-table ($3.289 > 1.985$) and a significance level of $0.01 < 0.05$.
• Simultaneous tests showed that Word of Mouth and service quality together have a positive effect on purchase decisions, with a calculated F-value of $31.458 > 3.093$ and a significance of $0.00 < 0.05$.

The implications of this study emphasize the importance for culinary business players to continuously strengthen marketing strategies through positive customer experiences and maintain consistent service quality. Improving this quality will help businesses maintain competitiveness and increase transaction volume amidst a dynamic and competitive market.

Author Profiles

• Muhammad Radja Ariev – Researcher and student at Pamulang University.
• Veta Lidya Delimah Pasaribu – Lecturer and researcher at Pamulang University with expertise in marketing management.

Research Sources:

• Article Title: The Effect of Word of Mouth and Service Quality on Consumer Purchase Decisions at Sikoseda Coffee Shop Pamulang South Tangerang
• Journal Name: International Journal of Management Analytics (IJMA)
• Publication Year: 2026
• DOI: https://doi.org/10.59890/ijma.v4i3.27