The study, published in 2026 in IJMBI, analyzed responses from 100 consumers of Warunk Evergreen. The findings show that product quality has a stronger influence than price, although both factors contribute significantly to consumers’ purchasing decisions.
The research is relevant to the growing competition among coffee shops and culinary businesses, where consumers increasingly consider not only how much they have to pay but also whether the product delivers the taste, appearance, benefits, and overall experience they expect.
Competition Among Coffee Shops Is Increasing
Coffee shops and cafés have increasingly become places for more than simply drinking coffee. Consumers also use them for socializing, working, studying, and spending leisure time.
This trend creates greater competition among culinary businesses. Kubu Raya is one of the areas where coffee-related businesses have developed alongside local coffee potential. Data cited in the article show that Kubu Raya had more than 5,000 hectares of coffee plantations during 2019–2020.
In Sungai Raya District, at least 21 coffee shop and café businesses were recorded in 2026. One of them is Warunk Evergreen, located on Jalan Adisucipto Km 11.8.
Warunk Evergreen has operated since 2019 and offers coffee, non-coffee beverages, main dishes, and snacks. Its menu prices in 2025 ranged from Rp6,000 to Rp28,000, while filtered robusta coffee was priced at Rp8,000 per cup.
The business recorded revenue of Rp343.86 million in 2022, which declined to Rp323.97 million in 2023 and Rp318.62 million in 2024. Revenue then increased slightly to Rp319.18 million in 2025.
These conditions highlight the importance of understanding what factors encourage consumers to choose a particular coffee shop.
Study Involved 100 Consumers
Anggraini and Samsuddin used a quantitative associative research approach to examine the relationship between product quality, price, and purchase decisions.
The study involved 100 consumers selected through purposive sampling. Respondents were at least 17 years old and had made purchases at Warunk Evergreen based on their own decisions.
Data were collected through questionnaires using a five-point Likert scale, interviews with the owner and employees, and secondary information related to coffee shops, menus, prices, and business revenue.
The researchers analyzed the data using SPSS. The analysis included validity and reliability tests, normality, linearity, multicollinearity, multiple linear regression, correlation, coefficient of determination, t-tests, and F-tests.
All questionnaire items were declared valid. The reliability tests also showed strong results, with Cronbach’s Alpha values of 0.778 for product quality, 0.800 for price, and 0.815 for purchase decisions.
The statistical tests further indicated that the data met the requirements for regression analysis.
Product Quality Has the Strongest Influence
The most important finding concerns product quality.
The regression analysis produced the equation:
Y = 1.835 + 0.378X1 + 0.199X2
The coefficient for product quality was 0.378, with a t-value of 5.111 and a significance value of 0.000. Because the significance level was below 0.05, product quality had a positive and statistically significant influence on purchase decisions.
The standardized beta value was 0.467, making product quality the stronger of the two variables examined.
For consumers, product quality can involve several aspects, including performance, additional features, reliability, conformity to expectations, and aesthetics.
In a coffee shop environment, these elements may be reflected in the consistency of taste, aroma, color, presentation, ingredients, portion size, cleanliness, and overall appearance of the products.
Consistent quality can make consumers more confident when deciding whether to purchase again.
Price Matters When Consumers See Value
Price also had a significant influence on purchase decisions.
The price variable had a regression coefficient of 0.199, a t-value of 2.854, and a significance value of 0.005. Its standardized beta was 0.261, indicating a positive and significant relationship with purchase decisions.
However, the finding should not be interpreted as meaning that higher prices automatically make consumers more likely to buy.
Instead, the study measures consumers’ perceptions of price through indicators such as affordability, whether the price matches product quality, whether it matches the benefits received, and whether it remains competitive with other businesses.
In other words, consumers are more likely to respond positively when they believe that the price is reasonable in relation to what they receive.
Quality and Price Explain 41.4% of Purchase Decisions
When product quality and price were analyzed together, the two variables had a significant effect on consumers’ purchase decisions.
The F-test produced an F-value of 34.208, higher than the critical value of 3.09, with a significance value of 0.000.
The correlation coefficient was 0.643, indicating a strong relationship between the variables and purchase decisions.
Meanwhile, the coefficient of determination (R²) was 0.414. This means product quality and price together explained 41.4% of the variation in consumers’ purchase decisions.
The remaining 58.6% may be associated with other factors that were not examined in the study, such as service quality, promotions, location, atmosphere, brand image, customer satisfaction, menu variety, and customer experience.
Implications for Culinary Businesses
The findings provide a practical message for coffee shop and culinary business owners: maintaining product quality should be a priority, while pricing strategies need to remain aligned with the value consumers receive.
For Warunk Evergreen, the researchers recommend maintaining consistent product quality across menu categories and regularly evaluating existing menus. Products that perform well can be maintained, while less competitive products can be improved or replaced.
Pricing should also consider consumers’ purchasing ability, product quality, portion size, benefits, and competitors’ prices.
The study suggests that focusing on only one factor may not be enough. Product quality and price need to be managed together because consumers evaluate both when deciding where to spend their money.
Future research could expand the analysis by examining other factors, including service quality, promotion, location, store atmosphere, brand image, customer satisfaction, menu variety, and customer experience. Studies involving larger samples or multiple culinary businesses could also provide broader insights.
About the Authors
The article was written by Wulan Putri Anggraini and Samsuddin of the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak.
Their work in this article focuses on business and marketing issues, particularly the relationship between product quality, pricing, and consumer purchasing behavior. The source article does not specify the authors’ academic degrees or detailed professional profiles.
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