Issue |
E3S Web Conf.
Volume 448, 2023
The 8th International Conference on Energy, Environment, Epidemiology and Information System (ICENIS 2023)
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Article Number | 01004 | |
Number of page(s) | 13 | |
Section | Multidisciplinary | |
DOI | https://doi.org/10.1051/e3sconf/202344801004 | |
Published online | 17 November 2023 |
Marketing Mix Elements on Customer Service Satisfaction at Coffee Shops in Jakarta
Management Department, BINUS Online Learning, Bina Nusantara University, Jakarta 11480, Indonesia
Nowadays, the coffee shop industry has experienced significant growth and popularity in recent years. With the rise of coffee drinking culture and the increasing demand for coffee, coffee shops have become an important part of the urban landscape. This study examines the role of the marketing mix in enhancing better customer satisfaction services in the coffee shop industry. This research used the path analysis method with a quantitative approach. The sampling technique used was the purposive sampling method. The research data was collected by using a questionnaire with 320 respondents who had visited 9 coffee shops listed on the Indonesia Travel website. This formula used to calculate the number of respondents in this study uses a sample size of ten times the rule. This research analysis tool uses SEM-PLS. The result of this study shows that of the seven variables studied, the variables of price, location, promotion, personnel, and premises facilities had no significant effect, while the variables of service quality and service process significantly affected customer satisfaction with coffee shop services in Jakarta. The implication of this research is expected to help marketers develop more effective marketing strategies and focus on elements that impact customer satisfaction.
Key words: Marketing Mix / Service Quality / Customer Service Satisfaction / Coffee Shop Industry / 7ps
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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