The findings offer a useful picture of how young consumers evaluate affordable coffee brands in Indonesia’s increasingly competitive coffee market. For local coffee businesses, the results suggest that maintaining a competitive price and delivering consistent product quality may be more important for encouraging repeat purchases than adding more service-oriented features.
Indonesia’s Coffee Market Continues to Expand
Coffee shops have become an important part of urban lifestyles in Indonesia. Younger consumers increasingly use coffee shops not only to buy beverages but also to socialize, study, work, and spend leisure time.
Industry data cited in the journal article estimates that Indonesian coffee shops generated approximately US$947 million in revenue in 2023, making Indonesia the largest coffee shop market in Southeast Asia, ahead of Thailand and Vietnam. The article also cites approximately 10,000 coffee outlets across Indonesia and domestic coffee consumption of about 4.8 million bags, or approximately 288,000 tons, during the 2024/2025 period.
The rapid growth of the coffee shop industry has intensified competition among local brands. Kopi Tuku is one of the brands competing in the affordable coffee segment.
Founded by Andanu Prasetyo in Cipete, South Jakarta, in 2015, Kopi Tuku is recognized in the article as a pioneer of the “neighborhood coffee” concept. Its strategy combines relatively affordable prices, consumer proximity, and consistent product quality. Its signature Es Kopi Susu Tetangga has also contributed to the popularity of palm sugar milk coffee in Indonesia.
Researchers Surveyed 190 Kopi Tuku Consumers
Faiz Ahmad Ashshiddiq and Firman Fauzi conducted the research from June 2025 to July 2026, focusing on the Cipete area of South Jakarta.
The researchers used a quantitative approach and collected primary data through online questionnaires. The 190 respondents were selected based on specific criteria: they were 19 to 29 years old, lived in South Jakarta, had purchased Kopi Tuku products, and had repurchased them at least twice.
The respondents were predominantly young adults. About 63.2 percent were aged 22 to 24, while 24.7 percent were aged 19 to 21. Most respondents had a senior high school education, accounting for 83.68 percent, and 60.53 percent reported monthly incomes between IDR 1 million and IDR 2.5 million.
The researchers analyzed the responses using SmartPLS 4.0. In simple terms, the statistical analysis was used to determine whether service quality, product quality, and price were meaningfully associated with consumers’ intention to purchase Kopi Tuku again.
Price Has the Strongest Influence
The results clearly separated the three factors.
Price recorded the strongest positive and statistically significant relationship with repurchase intention. Its path coefficient was 0.285, with a T-statistic of 3.427 and a p-value of 0.001.
Product quality also had a positive and statistically significant relationship with repurchase intention. Its path coefficient was 0.256, with a T-statistic of 3.179 and a p-value of 0.001.
Service quality produced a smaller relationship that was not statistically significant. Its path coefficient was 0.124, with a T-statistic of 1.541 and a p-value of 0.123.
In practical terms, the results indicate that consumers who perceive Kopi Tuku’s prices as fair, competitive, and appropriate for the benefits they receive are more likely to consider purchasing the products again.
The effect-size analysis also placed price first, with a value of 0.084, followed by product quality at 0.062 and service quality at 0.016.
Why Service Quality Was Not a Significant Factor
The finding regarding service quality differs from the traditional assumption that better service automatically creates stronger customer loyalty.
Ashshiddiq and Fauzi of Universitas Mercu Buana suggest several contextual explanations. Kopi Tuku’s predominantly coffee-to-go operating model limits the amount of interpersonal interaction between customers and employees. Customers may spend relatively little time engaging with staff, reducing the influence of personal service on subsequent purchase decisions.
The age profile of the respondents may also be relevant. Most respondents were 22 to 24 years old, a group the authors identify as predominantly Generation Z. The article notes that this consumer group may place greater emphasis on efficiency, speed, and digital convenience than on traditional forms of personalized service.
The authors also suggest that increasingly similar service standards across competing coffee shops may have reduced the ability of service quality to differentiate one brand from another.
This does not mean service quality is unimportant. Rather, the findings indicate that, within this particular research context, service quality did not emerge as a significant driver of repurchase intention. The authors recommend maintaining service standards to prevent negative customer experiences.
Product Quality Remains Essential
Although price ranked first, product quality was also a significant factor in encouraging consumers to return.
The research considers product quality through attributes such as taste consistency, freshness, presentation, and the added value offered through product programs. Among the product-quality indicators, the statement that Kopi Tuku’s programs provide added value compared with other products recorded the highest mean score, at 4.553.
The authors argue that consistent product quality can help local coffee brands compete with both premium international chains and lower-cost domestic competitors.
For Kopi Tuku, this means maintaining the consistency of its beverages while continuing to develop products and programs that provide additional value to consumers.
What the Findings Mean for Local Coffee Businesses
The research offers a straightforward message for entrepreneurs in Indonesia’s affordable coffee segment: customers need to feel that what they pay is worth what they receive.
Kopi Tuku’s beverage prices, cited in the article, range from approximately IDR 18,000 to IDR 25,000. The authors associate this positioning with consumers seeking a quality coffee experience without paying the higher prices often associated with international chains.
Ashshiddiq and Fauzi therefore recommend that Kopi Tuku maintain transparent and competitive pricing while continuing to invest in product innovation, consistency, and programs that add value.
The researchers also caution against interpreting price and product quality as the only reasons customers return. The model explained 29.2 percent of the variation in repurchase intention, leaving 70.8 percent associated with factors outside the model.
Future research could examine other factors, including brand image, brand trust, customer experience, social media engagement, emotional attachment, and green marketing.
Implications for Indonesia’s Coffee Industry
The findings are particularly relevant as local coffee brands compete for the attention of young Indonesian consumers.
For businesses such as Kopi Tuku, competitive pricing and reliable product quality can serve as practical tools for customer retention. The research also shows that strategies should be adapted to the characteristics of the target market rather than assuming that every traditional marketing factor has the same influence.
The study is geographically limited to Kopi Tuku consumers in South Jakarta and uses purposive sampling, meaning the findings should not automatically be generalized to all Indonesian coffee consumers. The researchers recommend expanding future research to other metropolitan areas and using longer-term studies to capture changing consumer preferences.
For now, the evidence from South Jakarta points to a clear pattern: among the young Kopi Tuku consumers surveyed, price matters most, product quality follows closely, while service quality is not a statistically significant driver of repurchase intention.
Author Profiles
Faiz Ahmad Ashshiddiq — Lead author and corresponding author, affiliated with Universitas Mercu Buana.
Firman Fauzi — Co-author, affiliated with Universitas Mercu Buana.
The journal article does not specify the authors’ academic degrees or individual fields of expertise. Those details are therefore not added to maintain factual accuracy.
Research Source
Article Title: The Influence of Service Quality, Product Quality, And Price on Repurchase Intention Among Kopi Tuku Consumers in South Jakarta
Authors: Faiz Ahmad Ashshiddiq and Firman Fauzi
Affiliation: Universitas Mercu Buana
Journal: International Journal of Sustainable Applied Sciences (IJSAS)
Volume: 4, Number 8
Publication Year: 2026
Pages: 911–928
DOI: https://doi.org/10.59890/ijsas.v4i8.46
Official Journal URL: http://ijsasjournal.my.id/index.php/ijsas
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