The Influence of Marketing Mix on Coffee Consumer Satisfaction at Kopi Mane Coffeeshop
Article Sidebar
Main Article Content
Abstract
Indonesia is one of the world’s largest coffee producers, with high sales volumes and a wide variety of coffee types. However, despite this strong consumption, dissatisfaction remains in several aspects of processed coffee sales. This situation indicates the need for appropriate strategies to maintain consumer satisfaction. The high sales of coffee also reflect a positive interaction between supply and demand, demonstrating diverse consumer responses to coffee products as well as the factors influencing purchasing decisions. Based on this, the present study examines how the marketing mix influences consumer satisfaction in coffee purchases, specifically at Mane Coffee. A quantitative approach was employed using a survey method with 120 respondents obtained through incidental sampling. The research instrument consisted of 35 statements that passed validity and reliability tests. Data were analyzed using multiple linear regression, which was considered appropriate as the data met the requirements of the classical assumption test. The results revealed that the variables of product, price, place, and promotion have a positive and significant effect on consumer satisfaction, both partially and simultaneously. These findings highlight the crucial role of the marketing mix in enhancing consumer satisfaction within the coffee industry.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abbas, F. (2020). Pengaruh Marketing Mix Terhadap Kepuasan Konsumen (Pada Home Industry Moshimoshi Cake Samarinda). EJournal Administrasi Bisnis, 8(3), 242–249.
Alfiannor, A., & Subagya, D. (2021). Pengaruh Produk, Harga, Tempat, dan Promosi terhadap Kepuasan Pelanggan Pusat Perbelanjaan Transmart Banjarmasin. Seminar Nasional Sistem Informasi, 21(21), 1–10. https://jurnalfti.unmer.ac.id/index.php/senasif/article/view/355
Anggraini, F., & Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94
Ardiansyah, A., & Wahyono, A. (2021). Pengaruh Kualitas Layanan Digital, Promosi, dan Kepercayaan terhadap Kepuasan Pelanggan Shopeefood. Jurnal Manajemen, 6(1), 21–33. https://doi.org/10.54964/manajemen.v6i1.159
Atmoko, T. P. H. (2017). Peningkatan Higiene Sanitasi sebagai Upaya Menjaga Kualitas Makanan dan Kepuasan Pelanggan di Rumah Makan Dhamar Palembang. Jurnal Khasanah Ilmu, 8(1), 1–9. https://doi.org/10.31294/khi.v8i1.839
Bahtiar, A., & Rahardja, E. (2017). Pengaruh Brand Equity, Harga dan Distribusi terhadap Keputusan Pembelian Vape (Studi pada Vape Store 5Time). Diponegoro Journal Of Management, 6(4), 1–10. https://ejournal3.undip.ac.id/index.php/djom/article/view/17940
Barcelona, O., Tumbel, T. M., & Kalangi, J. A. F. (2019). Pengaruh Marketing Mix terhadap Keputusan Pembelian pada CV. Justiti Motor Lembata. Jurnal Administrasi Bisnis, 8(2), 34–42. https://doi.org/10.35797/jab.8.2.2019.23560.34-42
Barus, Y. Y., Sinaga, R. V., & Sagala, R. (2020). Pengaruh Kualitas Pelayanan, Harga dan Lokasi terhadap kepuasan Konsumen (Studi Kasus pada Milala Service Station Medan). Jurnal Manajemen Dan Bisnis, 20(1), 141–150. https://doi.org/10.54367/jmb.v20i1.694
Cahyono, N. E., & Fahmi, S. (2022). Pengaruh Kualitas Produk dan Kepercayaan terhadap Kepuasan Konsumen dalam Membentuk Loyalitas Konsumen (Pengguna Platform Aplikasi Marketplace di Kota Malang). JEMBA Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4), 503–516. https://doi.org/10.53625/jemba.v1i4.2605
Chelviani, K. M., Meitriana, M. A., & Haris, I. A. (2017). Analisis Faktor-Faktor yang Mempengaruhi Pemilihan Lokasi Toko Modern di Kecamatan Buleleng. Jurnal Pendidikan Ekonomi Undiksha, 9(2), 257–266. https://doi.org/10.23887/jjpe.v9i2.20051
Darus, P., & Silviani, I. (2022). Peran Strategi Komunikasi dalam Meningkatkan Penjualan Ditinjau dari Bauran Pemasaran. Jurnal Message Komunikasi, 11(1), 60–73. https://doi.org/10.46930/messageilmukomunikasi.v11i1.1515
Ebrahim, A., Alhudiri, A., Elanizi, A., & Eltaiash, A. (2024). The Impact of Product Quality on Customer Satisfaction and Loyalty. International Journal of Enhanced Research in Management & Computer Applications, 13(8), 17–30. https://doi.org/10.13140/RG.2.2.33657.07528
Efendi, N., Ginting, S. O., & Halim, J. (2020). Citra Merek , Kualitas Produk , Promosi , Kualitas Pelayanan dan Kepuasan Konsumen. Jurnal Ilmu Ekonomi & Sosial, 11(2), 102–112. https://doi.org/10.35724/jies.v11i2.3135
Fadli, F., Rivaldo, Y., Kamanda, S. V., & Yusman, E. (2022). The Effect of Products, Promotions and Prices on Mizon’s Purchasing Decision at Alfamart Sungai Harapan. Jurnal Mantik, 6(2), 2393–2399. https://doi.org/10.35335/mantik.v6i2.2811
Farid, S., Cavicchi, A., Rahman, M., & Barua, S. (2023). Assessment of Marketing Mix Associated with Consumer’s Purchase Intention of Dairy Products in Bangladesh: Application of an Extended Theory of Planned Behavior. Heliyon, 9(6), e16657. https://doi.org/10.1016/j.heliyon.2023.e16657
Hanum, F., Ritonga, Z., & Rambe, B. H. (2021). The Effect of Business Location on Sales Result in the Traditional Market. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 4(1), 245–254. https://doi.org/10.31538/iijse.v4i1.1515
Hidayat, T. (2020). Analisis Pengaruh Produk, Harga, Promosi dan Lokasi terhadap Keputusan Pembelian. Jurnal Ilmu Manajamen, 17(2), 95–105. https://doi.org/10.21831/jim.v17i2.34783
Istiqomah, N. H., Syahrotul Magfiroh, & Zia Nafisa Habibana. (2024). Memahami Perilaku Konsumen: Tinjauan Aspek Psikologis dalam Keputusan Pembelian dan Strategi Pemasaran. HEI EMA : Jurnal Riset Hukum, Ekonomi Islam, Ekonomi, Manajemen Dan Akuntansi, 3(2), 71–82. https://doi.org/10.61393/heiema.v3i2.227
Kang, B. (2018). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Kopi Luwak pada PD Anugerah Fajar di Pontianak. Bisma, 2(12), 2518–2529. http://journal.widyadharma.ac.id/index.php/bisma/article/view/5364
Kotler, & Amstrong, G. (2016). Principles of Marketing (16 Edition). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Editi). Pearson Education.
Lim, C. L., Ab Jalil, H., Ma’rof, A. M., & Saad, W. Z. (2020). Peer Learning, Self-Regulated Learning and Academic Achievement in Blended Learning Courses: A Structural Equation Modeling Approach. International Journal of Emerging Technologies in Learning (IJET), 15(03), 110. https://doi.org/10.3991/ijet.v15i03.12031
Lim, W. M. (2020). A Marketing Mix Typology for Integrated Care : the 10 Ps. Journal of Strategic Marketing, 29(5), 1–17. https://doi.org/10.1080/0965254X.2020.1775683
Lim, W. M. (2023). Transformative Marketing in the New Normal: A Novel Practice-Scholarly Integrative Review of Business-to-Business Marketing Mix Challenges, Opportunities, and Solutions. Journal of Business Research, 160, 1–13. https://doi.org/10.1016/j.jbusres.2022.113638
Liu, N., Wu, M., Wang, J., Wei, J., Yao, X., & Zhu, Z. (2025). Availability, Accessibility, or Visibility? A Study of the Influencing Factors of Greenspace Exposure Behavior in Fuzhou Urban Parks. Forests, 16(2), 1–20. https://doi.org/10.3390/f16020341
Mukherjee, S., & Pandelaere, M. (2023). The influence of Self Decided Prices on Expected Quality. Journal of Business Research, 160, 113769. https://doi.org/10.1016/j.jbusres.2023.113769
Nasution, I. A., Fauzi, A., & Wibowo, R. P. (2020). The Effect of Marketing Mix on Customer Satisfaction in Belawan Branch of PT Pelabuhan Indonesia 1 Persero) Medan. International Journal of Research and Review, 7(1), 237–243. https://www.ijrrjournal.com/IJRR_Vol.7_Issue.1_Jan2020/IJRR0034.pdf
Nurfauzi, Y., Taime, H., Hanafiah, H., Yusuf, M., & Asir, M. (2023). Quality and Competitive Pricing Literature Review : Analisis Faktor yang Mempengaruhi Keputusan Pembelian, Kualitas Produk dan Harga Kompetitif. Management Studies and Entrepreneurship Journal, 4(1), 183–188. https://doi.org/10.37385/msej.v4i1.1246
Olson, E. L. (2022). ‘Sustainable’ Marketing Mixes and the Paradoxical Consequences of Good Intentions. Journal of Business Research, 150, 389–398. https://doi.org/10.1016/j.jbusres.2022.05.063
Prasastiningtyas, T. R., & Djawoto, D. (2016). Pengaruh Citra Merek, Kualitas produk, dan Harga terhadap Keputusan Pembelian Kartu Seluler. Jurnal Ilmu Dan Riset Manajemen, 5(7), 1–15. https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/852
Pujiah, I. A., & Fatmawati, I. (2018). Pengaruh Pelayanan yang Gagal terhadap Respon Perilaku Konsumen. Jurnal Manajemen Dan Pemasaran Jasa, 11(1), 1–20. https://doi.org/10.25105/jmpj.v10i1.2408
Rahayu, T. S. M., & Suprapti, L. (2022). Model Perilaku Perpindahan Merek pada Beauty Clinic. Fair Value : Jurnal Ilmiah Akuntansi Dan Keuangan, 5(2), 1033–1039. https://doi.org/10.32670/fairvalue.v4iSpesial%20Issue%204.1162
Ruiz-Capillas, C., & Herrero, A. M. (2021). Sensory Analysis and Consumer Research in New Product Development. Foods, 10(3), 2–5. https://doi.org/10.3390/foods10030582
Santi, E. R., & Supriyanto, A. (2020). Pengaruh Kualitas Produk, Kepuasan Pelanggan, dan Promosi Online terhadap Minat Beli Ulang (Studi Kasus pada Sate Taichan Banjar D’licious). Jurnal Sains Manajemen Dan Kewirausahaan, 4(1), 47–56. https://ppjp.ulm.ac.id/journal/index.php/jsmk/article/view/9025
Setiawan, A., Qomariah, N., & Hermawan, H. (2019). Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen. JSMBI (Jurnal Sains Manajemen Dan Bisnis Indonesia), 9(2), 114–126. https://doi.org/10.32528/jsmbi.v9i2.2819
Shintarani, E. D. (2017). Pengaruh Promosi Produk Seafoodking terhadap Brand Awareness Produk. Journal of Communication (Nyimak), 1(2), 209–220. https://doi.org/10.31000/nyimak.v1i2.484
Sondakh, N. D., Tumbel, A. L., & Djemly, W. (2022). Pengaruh Viral Marketing, Brand Image dan Harga terhadap Keputusan Pembelian Kokumi Manado. Jurnal EMBA, 10(4), 479–489. https://doi.org/10.35794/emba.v10i4.43775
Susanti, T., & Sari, A. F. R. (2021). Persepsi Konsumen terhadap Kualitas Produk Sabun Lifebuouy di Kota Pontianak. JEMBA : Jurnal Ekonomi Pembangunan, Manajemen Dan Bisnis, Akuntansi, 1(2), 123–137. https://doi.org/10.52300/jemba.v1i2.2991
Suwanda, R., Yunizar, Z., & Mauliza, N. (2023). Sistem Pengaduan Pelanggan Berbasis Website pada PT PLN (Persero) ULP Krueng Geukueh Aceh Utara. Jurnal Minfo Polgan, 12(2), 461–467. https://doi.org/10.33395/jmp.v12i1.12432
Thejaya, G., & Antonio, T. (2025). The Role of Consumer Satisfaction In Mediating Product Quality and Online Service Quality on Repeat Product Purchase Decisions. Journal of Tourism, Culinary, and Entrepreneurship (JTCE), 5(1), 189–199. https://doi.org/10.37715/jtce.v5i1.5597
Trijumansyah, A., Loda, M. Y., Solihat, A., Rahmayani, R., & Iskandar, I. (2019). Analisis Store Atmosphere dan Lokasi dalam Meningkatkan Minat Beli Konsumen. Valid : Jurnal Ilmiah, 16(2), 194–207. https://doi.org/10.53512/valid.v16i2.97
Wahab, N. A., Hassan, L. F. A., Shahid, S. A. M., & Maon, S. N. (2016). The Relationship Between Marketing Mix and Customer Loyalty in Hijab Industry : The Mediating Effect of Customer Satisfaction. Procedia Economics and Finance, 37, 366–371. https://doi.org/10.1016/S2212-5671(16)30138-1
Widagdo, N. O., Nuraini, C., & Mamoen, M. I. (2022). Tingkat Kepuasan Konsumen Kedai Kopi di Kota Tasikmalaya (Level of Coffee Store Consumer Satisfaction in the Tasikmalaya City). Agribusiness System Scientific Journal, 2(1), 1–10. https://jurnal.unsil.ac.id/index.php/assj/article/view/4693/2118
Widiastuti, E., & Hendarti, Y. (2022). Analisis Pengaruh Harga, Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian pada Konsumen PT. Sahabat Tour & Travel Sukoharjo. Jurnal Manajemen Sumber Daya Manusia, 16(2), 50–61. https://ejurnal.unisri.ac.id/index.php/Manajemen/article/view/8290
Widiyaningsih, D. S. (2022). Makna Kafe bagi Remaja Milenial sebagai Bentuk Citra Diri di Media Sosial Meaning of Café for Millennial Youth as A Form of Self-Image on Social Media. Publiciana, 15(1), 12–18. https://doi.org/10.36563/publiciana.v15i01.374
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology, 12(December), 1–11. https://doi.org/10.3389/fpsyg.2021.720151