THE EFFECT OF PRICE FAIRNESS AND CAFÉ ATMOSPHERE ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF PERCEIVED SATISFACTION (A STUDY AT RUTINITAS COFFEE SHOP IN SUKABUMI)
DOI:
10.54443/sibatik.v5i2.4441Published:
2026-01-31Downloads
Abstract
This study aims to analyze the effect of perceived price fairness and café atmosphere on customer loyalty through customer satisfaction at coffee shops in Sukabumi City. The rapid growth of the coffee shop industry has intensified competition, requiring business owners to better understand factors that influence customer satisfaction and long-term loyalty. Perceived price fairness reflects customers’ evaluations of whether the prices charged are reasonable and proportional to the value received, while café atmosphere represents the physical and emotional environment experienced by customers, including interior design, music, lighting, and overall comfort. This research employs a quantitative approach using a survey method. Data were collected through structured questionnaires distributed to coffee shop consumers in Sukabumi City who have visited coffee shops more than once. The measurement instruments were designed using a Likert scale to capture respondents’ perceptions of price fairness, café atmosphere, customer satisfaction, and customer loyalty. The data analysis technique used in this study is Structural Equation Modeling (SEM) with AMOS, which allows for simultaneous testing of both direct and indirect relationships among the variables. SEM is applied to examine the effect of perceived price fairness and café atmosphere on customer satisfaction, as well as their impact on customer loyalty, both directly and through customer satisfaction as a mediating variable.
Keywords:
Price Fairness Café Atmosphere Customer Loyalty Perceived SatisfactionReferences
Narayanamurthy, G., & Srinivasan, S. (2021). Evaluating the impact of promotional tactics and service quality on customer retention in the banking sector. Journal of Financial Services Research, 59(1), 89–110. https://doi.org/10.1007/s10693-020-00345-7
Nguyen, T. H., & Nguyen, M. T. (2023). Price fairness and customer satisfaction in food service businesses. Asian Journal of Business Research, 13(2), 77–92.
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.
Oliver, R. L. (2015). Satisfaction and loyalty: A framework for service research. Journal of Consumer Psychology, 25(2), 236–245. https://doi.org/10.1016/j.jcps.2014.12.002
Putra, A., & Lestari, D. (2021). Pengaruh suasana kafe terhadap loyalitas pelanggan. Jurnal Manajemen Pemasaran, 15(2), 101–112.
Putri, A. R., & Santoso, B. (2020). The effect of price fairness on customer loyalty in café industry. Jurnal Bisnis dan Manajemen, 7(1), 55–66.
Putri, D. A., & Widodo, T. (2024). Perceived price fairness and customer satisfaction in coffee shops. Journal of Hospitality and Tourism Studies, 9(1), 44–58.
Rahman, F., & Nugraha, A. (2023). Pricing strategy and customer loyalty in the food service sector. Jurnal Ekonomi dan Bisnis, 11(2), 134–147.
Rahman, F., & Putri, N. (2023). Trust and loyalty formation through fair pricing. Journal of Marketing Development, 6(1), 67–79.
Rahmawati, L., & Fitriani, S. (2022). The influence of café ambience on customer loyalty. Jurnal Pariwisata dan Perhotelan, 14(3), 201–214.
Rahmawati, D., & Hidayat, R. (2023). Physical environment and customer satisfaction in coffee shops. Jurnal Manajemen Bisnis, 10(2), 155–168.
Ranjbarian, B., Sanayei, A., & Kaboli, M. (2022). The impact of price fairness on customer satisfaction in food services. International Journal of Consumer Studies, 46(4), 1430–1442. https://doi.org/10.1111/ijcs.12758
Rezaei, S., & Lee, H. (2020). The impact of service quality dimensions on customer loyalty in the restaurant industry. Journal of Foodservice Business Research, 23(4), 298–317. https://doi.org/10.1080/15378020.2020.1766692
Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention. Journal of Hospitality & Tourism Research, 34(3), 310–329. https://doi.org/10.1177/1096348009350629
Santoso, A. (2024). Café atmosphere and customer satisfaction: Evidence from Indonesian coffee shops. Jurnal Manajemen dan Bisnis, 12(1), 55–69.
Sari, D., & Nugroho, S. (2020). Atmosfer kafe dan loyalitas pelanggan. Jurnal Riset Manajemen, 7(3), 201–213.
Sari, D., & Nugroho, S. (2022). The effect of interior design on customer satisfaction in cafés. Journal of Business Research Indonesia, 4(2), 88–99.
Sari, M., & Putra, R. (2023). Fair pricing and customer trust in food service industry. Journal of Marketing Science, 6(2), 99–112.
Sholihah, N. (2020). Pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. Jurnal Manajemen Pemasaran, 14(1), 45–54.
Sugiyono. (2015). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7
Wahyuni, S., & Prasetyo, A. (2021). Café atmosphere and customer satisfaction. Jurnal Manajemen Bisnis, 8(1), 77–89.
Wahyuni, S., & Prasetyo, A. (2022). The role of café ambience in customer loyalty. Journal of Hospitality Management Studies, 5(2), 101–113.
Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1–15. https://doi.org/10.1509/jmkg.68.4.1.42733
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2022). Services marketing: Integrating customer focus across the firm (8th ed.). McGraw-Hill Education.
Zhang, L., Zhang, X., & Zhang, Y. (2021). The interplay between service quality and promotional efforts in influencing customer loyalty. Journal of Marketing Research, 58(4), 745–761. https://doi.org/10.1177/00222437211012345
License
Copyright (c) 2026 Adrian Maulana, Nurni Arina Lestari, Muh Abdul Aziz
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
