Quality Products and Service Outweigh Pricing in Driving Consumer Intent at Kopi Nako Summarecon Bekasi

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FORMOSA NEWS

A recent study by Perbanas Institute Jakarta lecturer Diah Ernawati reveals that product quality and service quality serve as the primary drivers of consumer purchase intention at Kopi Nako Summarecon Bekasi. Published in Jurnal Multidisiplin Madani (MUDIMA), Volume 6, No. 7 (July 2026 issue), the research demonstrates that price perception does not have a statistically significant effect on consumer interest. These findings provide critical strategic insights for the food and beverage industry and coffee shop management aiming to optimize customer experience strategies in an increasingly competitive marketplace.

Navigating the Shifting Urban Coffee Culture

The rapid expansion of coffee shops across Indonesian urban centers is closely tied to evolving psychographic lifestyles, where cafes serve as hubs for socialization, remote work, studying, and personal identity expression. Contemporary coffee shop success relies on delivering a holistic customer experience rather than merely selling beverages. Kopi Nako Summarecon Bekasi operates within this competitive landscape, striving to capture customer loyalty amid a growing number of rival cafes in Bekasi City.

Understanding which operational levers most effectively trigger consumer buying interest motivated this empirical investigation. The study aimed to clarify how product standards, service delivery, and pricing strategies independently and collectively influence customer purchase intent.

Quantitative Survey Methodology

The study adopted a descriptive quantitative design utilizing survey methods. The target population comprised all patrons of Kopi Nako Summarecon Bekasi. Sampling was conducted by combining purposive sampling (selecting popular youth hangout spots with high visit frequencies) and accidental sampling (surveying patrons present at the location during data collection).

Using Roe Purba's formula for unknown population sizes, a minimum sample size of 100 respondents was established. Demographically, female respondents accounted for 57% of the sample, with the 26–30 age bracket forming the largest demographic segment at 44%. Primary data were gathered using structured questionnaires. All measurement items proved valid (factor loading > 0.5) and reliable (Cronbach's Alpha > 0.7). Hypothesis testing was conducted via multiple linear regression using SPSS version 24 after passing classical assumption tests.

Key Findings: Taste and Service Drive Patron Interest

The multiple linear regression analysis confirmed that two of the three independent variables exert a positive and statistically significant impact on consumer purchase intention, whereas price does not. Together, the model explains 70% of the variance in consumer purchase intent ($R^2 = 0.700$).

The detailed empirical outcomes are as follows:

• Product Quality Has a Positive and Significant Impact: The significance value was 0.001 (< 0.05) with a t-statistic of 3.535 exceeding the t-table value of 1.988. High product standards, consistent coffee flavor profiles, and distinct menu offerings act as strong attractors for potential customers.
• Service Quality Has a Positive and Significant Impact: The significance value stood at 0.006 (< 0.05) with a t-statistic of 2.793 exceeding the t-table value of 1.988. Fast turnaround times, attentive staff demeanor, order accuracy, and efficient complaint resolution substantially heighten consumer interest.
• Price Does Not Significantly Impact Purchase Intention: The significance value was 0.351 (> 0.05) with a t-statistic of 0.936 falling below the t-table threshold of 1.988. Higher or lower price points do not directly dictate consumer interest, as patrons perceive the pricing to be fair when matched with high product quality and pleasant ambience.

Practical Business and Policy Implications

These results offer actionable recommendations for coffee shop operations and culinary entrepreneurs:

• Product Quality Control: Management should implement strict quality control protocols across raw material sourcing and brewing procedures to guarantee flavor consistency across all beverages.
• Service Digitization: To elevate service quality, management can introduce table-side QR code ordering systems. This minimizes physical queuing times, speeds up order fulfillment, and enhances overall customer convenience.
• Targeted Promotional Strategies: Although price is not the primary purchase driver, offering bundled promotions or off-peak deals (such as Friday specials or holiday packages) can maintain customer engagement and incentivize repeat visits.

"When consumers perceive product quality as superior and service delivery as exceptional, price points cease to be the primary barrier to their purchasing interest," noted Diah Ernawati in her research report.

Author Profile

• Diah Ernawati, S.E., M.M. – Solo author and full-time academic staff member at Perbanas Institute Jakarta. Her research interests focus on marketing management, consumer behavior, and culinary business strategies.

Research Source:

Article Title: Determinants of Consumer Purchase Interest in "Kopi Nako Summarecon Bekasi"
Journal: Jurnal Multidisiplin Madani (MUDIMA)
Publication Year: 2026 (Vol. 6, No. 7, July 2026)
DOI: https://doi.org/10.55927/mudima.v6i7.109

URL : https://journalmudima.my.id/index.php/mudima