Pengaruh Barista Terhadap Suasana Coffee Shop Melalui Variabel Produk

Abstract

ABSTRAKKonsumen pada era pemasaran ketiga ini, menghendaki kondisi produk yang berkualitas dan juga suasana coffee shop yang menyenangkan. Kedua kondisi tersebut dapat diciptakan oleh barista. Penelitian ini bertujuan untuk menganalisis pengaruh barista terhadap suasana coffee shop melalui variabel produk di Kota Cirebon. Desain penelitian adalah kuantitatif dengan metode survei dan lokasi penelitian ditentukan secara sengaja yaitu di Kota Cirebon dengan alasan di kota ini telah banyak berdiri coffee shop modern. Populasi penelitian adalah konsumen coffee shop di Kota Cirebon yang jumlahnya tidak diketahui, sehingga jumlah sampel ditentukan berdasarkan loading factor 0,5 yaitu 120 responden. Pengukuran indikator dari setiap variabel berupa loading factor, menggunakan Skala Likert dan analisis data dengan instrumen Structural Equation Modeling. Hasil penelitian menyimpulkan barista berpengaruh terhadap suasana coffee shop melalui variabel produk di Kota Cirebon. Indikator yang paling dominan pada variabel barista adalah keramahan (0,84), pada variabel suasana coffee shop yaitu tempat minum kopi dan pemasaran online (masingmasing 0,75) dan pada variabel produk adalah aroma minuman kopi (0,75). Untuk memenangkan persaingan, maka direkomendasikan kepada pelaku usaha coffee shop untuk meningkatkan kualitas pada indikator-indikator yang paling dominan tersebut.

The Influence of Prices, Baristas, Product, and Store Atmosphere on Sustainability Coffee Shop Business in the Lowlands

“…This condition is because the coffee beverage products offered by coffee shops can fulfil the wants or needs of consumers, so that products have a strategic position to attract consumers. This argument is in line with the results of research by (Adnan et al, 2020;Bungin et al, 2023;Ferreira et al, 2021;Hasanuddin et al, 2020;Paludi & Juwita, 2021;Prasetyo et al, 2023).…”

“…2. Barista (X2) is a person or group of people who have competence in making and serving coffee drinks at the coffee shop at the research location (Oktafiani et al, 2023;Prasetyo et al, 2023;Rafsanjani, 2022) which is measured by 5 indicators, namely: 1) skills, 2) suitability of preferences, 3) speed, 4) friendliness and 5) knowledgeable. All of these indicators are measured using a Likert Scale.…”

“…4. Coffee shop atmosphere (X4) is the condition of the coffee shop room and environment which is sought to ensure that consumers are comfortable and feel satisfied in enjoying products from (Adhinda et al, 2022;Eva & Wachdijono, 2021;Jeon et al, 2016;Prasetyo et al, 2023;Sofia et al, 2023;Tumanan & Lansangan, 2012) which is measured by 10 indicators, namely: 1) layout of tables and chairs, 2) sound of music, 3) room condition, 4) environmental safety, 5 ) internet facilities, 6) parking, 7) interior design, 8) non-cash payments, 9) online marketing, and 10) toilets.…”

“…The sampling technique is accidental sampling. Data analysis uses the Structure Equation Modeling (SEM) instrument with the help of the Analysis of Moment Structural (AMOS) data processing application, it is known as SEM-AMOS analysis (Oktafiani et al, 2023;Prasetyo et al, 2023;Sofia et al, 2023;Wachdijono et al, 2022).…”

Baristas, Products, Store Atmosphere, Prices, Social Media, And Consumer Satisfaction Coffee Shop In The Lowlands

“…Table 6 shows that the largest factor loading value on the barista variable indicator (X1) is 0.806 and is located on the indicator X1.1 (skills). This result is different from the research of Sofia et al (2023), Prasetyo et al (2023), andOktafiani et al (2023) which shows that the largest factor loading value lies in the X1.4 indicator, namely the friendliness of the barista and the research of Rohim et al, (2023) which shows the largest factor loading value on the X1.3 indicator, namely the speed of the barista. The difference in factor loading values (weights) for each of the indicators above shows that consumer assessments or experiences at coffee shops in each city are also different so generalizations cannot be made.…”