Pengaruh Service Quality dan Price Perception Terhadap Customer Loyalty pada Kedai Kopi di Bekasi Timur
DOI:
https://doi.org/10.63822/8x1pah50Keywords:
Service Quality; Price Perception; Customer Loyalty; Coffee Shop.Abstract
The rapid growth of the coffee shop industry in East Bekasi has intensified competition, requiring businesses to strengthen customer retention through high service quality and favorable price perceptions. This study aims to examine the effects of service quality and price perception on customer loyalty, both individually and simultaneously. A quantitative approach with a causal associative research design and survey method was employed. Data were collected using a six-point Likert-scale questionnaire from 160 respondents selected through purposive sampling. Respondents were at least 17 years old, resided in or were active in East Bekasi, and had purchased products from local coffee shops. Data were analyzed using IBM SPSS through instrument validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that service quality has a positive and significant effect on customer loyalty (β = 0.294, t = 7.954, p < 0.001), while price perception also has a positive and significant effect (β = 0.356, t = 6.636, p < 0.001). Simultaneously, both variables significantly influence customer loyalty (F = 81.657) and explain 51.0% of its variance. These findings suggest that consistently improving service quality and fostering fair price perceptions are essential strategies for enhancing customer loyalty in coffee shops. The study also contributes empirical evidence to the literature on customer loyalty within the context of local coffee shop businesses.
Downloads
References
Adnan, M., Zarrar, S., & Zafar, K. (2021). Impact of service quality and price fairness on consumer loyalty: The moderating role of information literacy. Journal of Accounting and Finance in Emerging Economies, 7(4), 869-883.
Ahmadi, M. P. N., & Hardini, R. (2024). The influence of service quality, store atmosphere, and perceived price fairness on customer loyalty through customer satisfaction Fore Coffee Flagship Jakarta Selatan. COSTING: Journal of Economic, Business and Accounting, 7(6), 6444-6459.
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, M. G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519-539. https://doi.org/10.1108/TQM-06-2021-0158
Alfian, F. R. (2026). Analisis pengaruh service quality dan price perception dalam membangun loyalitas pelanggan Kopi Kenangan di Kota Bandung. Jurnal Media Akademik, 4(1), 1-20. https://doi.org/10.62281
Amoozegar, A., Xu, L. J., Falahat, M., Yujiao, W., & Anjum, T. (2025). Service quality and customer satisfaction using SERVQUAL Model: Restaurant industry in Malaysia. International Journal of Innovative Research and Scientific Studies, 8(5), 795–811. https://doi.org/10.53894/ijirss.v8i5.8857
Annuri, D. F., Andrian, & Sudiantini, D. (2025). The influence of service quality, customer satisfaction, and price on customer loyalty: Case study on Santuy Coffee Shop in Tambun, Bekasi. Jurnal Ekonomi, 14(1), 26-32. https://doi.org/10.54209/ekonomi.v14i01
Arli, D., Van Esch, P., & Weaven, S. (2024). The Impact of SERVQUAL on Consumers’ Satisfaction, Loyalty, and Intention to Use Online Food Delivery Services. Journal of Promotion Management, 30(7), 1159–1188. https://doi.org/10.1080/10496491.2024.2372858
Badan Pusat Statistik Kota Bekasi. (2026). Kota Bekasi dalam angka 2026. Badan Pusat Statistik Kota Bekasi.
Badan Pusat Statistik. (2025). Rata-rata konsumsi perkapita seminggu menurut kelompok bahan minuman per kabupaten/kota. Badan Pusat Statistik.
Barata, M. L., & Coelho, P. S. (2021). Music streaming services: Understanding the drivers of customer purchase and intention to recommend. Heliyon, 7(8), e07783. https://doi.org/10.1016/j.heliyon.2021.e07783
Bourdeau, B. L., Joseph Cronin, J., & Voorhees, C. M. (2024). Customer loyalty: A refined conceptualization, measurement, and model. Journal of Retailing and Consumer Services, 81, 104020. https://doi.org/10.1016/j.jretconser.2024.104020
Cachero-Martínez, S., & Vázquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: The mediating role of emotions. Journal of Retailing and Consumer Services, 60, 102481. https://doi.org/10.1016/j.jretconser.2021.102481
Chan, V. H. Y., Chiu, D. K. W., & Ho, K. K. W. (2022). Mediating effects on the relationship between perceived service quality and public library app loyalty during the COVID-19 era. Journal of Retailing and Consumer Services, 67, 102960. https://doi.org/10.1016/j.jretconser.2022.102960
Chen, C.-T. (2024). Atmospherics fosters customer loyalty: Exploring the mediating effects of memorable customer experience and customer satisfaction in factory outlet malls in Taiwan. Journal of Retailing and Consumer Services, 80, 103936. https://doi.org/10.1016/j.jretconser.2024.103936
CNBC Indonesia. (2025). RI gak ada! 10 negara paling doyan ngopi di dunia [Infografis Instagram]. Instagram. https://www.instagram.com/p/DRtcIz5lKhe/?img_index=1
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., Núnez-Barriopedro, E., & García-Henche, B. (2023). Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context. Journal of Business Research, 156, 113475. https://doi.org/10.1016/j.jbusres.2022.113475
Dhisasmito, P. P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry: A survey in Jakarta, Indonesia. British Food Journal, 122(7), 2253-2271. https://doi.org/10.1108/BFJ-10-2019-0763
Djan, I., & Adawiyyah, S. R. (2021). Customer satisfaction analysis and its impact on customer loyalty delivery services reviewed from service quality and price. Technium Social Sciences Journal, 21, 635-644.
Do, Q. H., Kim, T. Y., & Wang, X. (2023). Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences. Journal of Retailing and Consumer Services, 70, 103165. https://doi.org/10.1016/j.jretconser.2022.103165
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(7), e28347. https://doi.org/10.1016/j.heliyon.2024.e28347
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hair, J. F., Page, M., & Brunsveld, N. (2020). Essentials of business research methods (4th ed.). Routledge.
Husna, A., FJ, A. S., Servia, Y., Amrusi, A., Musfiana, M., & Mustofa, A. (2025). Price and service quality as determinants of customer loyalty: Evidence from Warung Kopi Alkautsar. Economic Education Analysis Journal, 14(3), 340-348. https://doi.org/10.15294/eeaj.v14i3.33373
Ighomereho, S. O., Ojo, A. A., Omoyele, S. O., & Olabode, S. O. (2022). From Service Quality to E-Service Quality: Measurement, Dimensions and Model. https://doi.org/10.48550/ARXIV.2205.00055
Joenarni, Elly, Rachmawati, Eny, Novita, Mega Darmi, & Ashriana, Ahfi Nova. (2026). Which SERVQUAL Dimensions Best Predict Customer Loyalty in High-Contact Service Industries? Journal of Management and Social Sciences, 5(2), 34–43. https://doi.org/10.55606/jimas.v5i2.2386
Koreleska, E. (2025). Customer Service Quality as a Strategic Dimension of Marketing Management in Poland’s Travel Industry. EUROPEAN RESEARCH STUDIES JOURNAL, XXVIII(Issue 3), 904–915. https://doi.org/10.35808/ersj/4082
Kumar, V., & Ayodeji, O. G. (2021). E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers. Journal of Retailing and Consumer Services, 59, 102399. https://doi.org/10.1016/j.jretconser.2020.102399
Kusna, C., & Utami, D. E. (2025). Pengaruh kualitas pelayanan dan persepsi harga terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel mediasi. Jurnal Maneksi, 14(4), 1926-1939. https://doi.org/10.31959/jm.v14i4.3438
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 22(140), 1–55.
Livia, V., & Hendratmoko. (2024). The effect of service quality and price perception on customer loyalty mediated by customer satisfaction at Bengkel Sukses Jaya. Journal of Indonesian Social Sciences, 5(11), 2795-2811.
Luthfiyyah, T. H., & Murwanto, H. (2024). Pengaruh kualitas pelayanan, kepercayaan dan persepsi harga terhadap loyalitas pelanggan. SOLUSI: Jurnal Ilmiah Bidang Ilmu Ekonomi, 22(1), 106-112. https://doi.org/10.26623/slsi.v22i1.8054
Marwa, R., & Astini, R. (2023). Influence of service quality, price perception and quality of the customer experience customer loyalty with customer satisfaction as a variable intervening. Saudi Journal of Business and Management Studies, 8(8), 202-214. https://doi.org/10.36348/sjbms.2023.v08i08.004
Meida, F., Astuti, M., & Nastiti, H. (2022). Pengaruh kualitas pelayanan dan kepercayaan terhadap kepuasan pelanggan e-commerce Sociolla di era pandemic Covid-19. IKRAITH-EKONOMIKA, 5(2), 157-166.
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65, 102842. https://doi.org/10.1016/j.jretconser.2021.102842
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743
Nivornusit, R., Kraiwanit, T., & Limna, P. (2024). Food delivery competition in the digital economy: Price war strategy in a developing country. Digital Business, 4(1), 100076. https://doi.org/10.1016/j.digbus.2024.100076
Özkan, P., Süer, S., Köymen Keser, İ., & Deveci Kocakoç, İ. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384-405. https://doi.org/10.1108/IJBM-03-2019-0096
Pardede, R., & Haryadi, T. Y. (2017). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen yang dimediasi kepuasan konsumen. Journal of Business & Applied Management, 10(1), 55-79.
Putra, N. Y. A., Zuniarti, I., & Mazia, L. (2025). Pengaruh dari kualitas layanan dan presepsi harga terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi: Study kasus pada Coffee Shop Bajawa di Bekasi. Dharma Ekonomi, 32(1), 33-48. https://doi.org/10.59725/de.v32i1.220
Rahmatia, S., Basri, M., Ismail, I., Adi, S., Nasrullah, N., & Ahmad, A. (2025). Service quality in hospital inpatient care: SERVQUAL model approach. Health SA Gesondheid, 30, a3055. https://doi.org/10.4102/HSAG.v30i0.3055
Ren, G., Chen, Y., & Yang, M. (2024). Customer perception, integration behavior, and loyalty of internet of things enterprises. Technology in Society, 78, Article 102600. https://doi.org/10.1016/j.techsoc.2024.102600
Rukaiyah, S., Sultan, & Rosanti, N. (2026). Price, atmosphere, and service quality on customer loyalty. Jurnal Manajemen Bisnis, 13(1), 418-434. https://doi.org/10.33096/jmb.v13i1.1622
Saputra, D. B., & Wantara, P. (2022). The effect of service quality and price perception on customer loyalty: On Alfamart Simo Gunung Surabaya. Jurnal Kajian Ilmu Manajemen, 2(4), 503-510.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Shahid, S., Islam, J. U., Malik, S., & Hasan, U. (2022). Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes. Journal of Retailing and Consumer Services, 65, 102870. https://doi.org/10.1016/j.jretconser.2021.102870
Situmeang, P. A., Nainggolan, B. M., & Kristiadi, A. A. (2019). Pengaruh kualitas produk, kualitas pelayanan, dan kepercayaan terhadap kepuasan pelanggan di Restoran Sushimas. Jurnal EDUTURISMA, 4(1), 32-55.
Sujana, & Yusni. (2024). The influence of service quality and price perceptions on customer loyalty and customer satisfaction as intervening variables: Case study on PT Tiki Lane Nugraha Ekakurir customers in Bogor. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1165-1178. https://doi.org/10.37641/jimkes.v12i4.2698
Tseng, T. H., Haq, M. D., Lathifah, A., & Susanto, A. (2026). Beyond price and quality: How perceived price suitability shapes consumer outcomes in ride-sharing services. Research in Transportation Business & Management, 64, Article 101547. https://doi.org/10.1016/j.rtbm.2025.101547
Warta Ekonomi. (2025). Negara produksi kopi terbesar, Indonesia peringkat ke-4! [Infografis Instagram]. Instagram. https://www.instagram.com/p/DIGP59BsdDW/
Yani, A., Khotimah, K., Fitria, L., & Syafwandi. (2023). Pengaruh persepsi harga, kualitas pelayanan dan kepercayaan terhadap loyalitas pelanggan. Edunomika, 8(1), 1-9.
Yulia, Erwansyah, & Nasution, M. D. T. P. (2026). Analysis of service quality and price perception on customer loyalty with perceived value as a mediating variable among visitors of Villa Star Homestay Takengon. Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam, 9(1), 259-273. https://doi.org/10.36085/jam-ekis.v9i1.9431
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Idlal Radhya Andiyana, Dita Puruwita, Prima Andriani (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
