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    2 Tinneke Hermina SCBTII SEE E 73

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    Nifa ratna mulfiyana
    1) Indonesia is the 4th largest coffee producer in the world and 7th largest coffee consumer. The growth of coffee shops in Garut Regency, Indonesia has led to competition. 2) The study used a quantitative confirmatory approach surveying 184 millennial coffee shop customers in Garut Regency about satisfaction factors. 3) Factor analysis identified 4 key factors that influence customer satisfaction: the taste, freshness, and appearance of coffee; original menus, prices, and staff promptness and skills; staff hospitality and appearance and shop size; and interior, lighting, and cleanliness of shops. Prompt staff and skills were most important to millennial customers.

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    2 Tinneke Hermina SCBTII SEE E 73

    Uploaded by

    Nifa ratna mulfiyana
    11 views5 pages
    1) Indonesia is the 4th largest coffee producer in the world and 7th largest coffee consumer. The growth of coffee shops in Garut Regency, Indonesia has led to competition. 2) The study used a quantitative confirmatory approach surveying 184 millennial coffee shop customers in Garut Regency about satisfaction factors. 3) Factor analysis identified 4 key factors that influence customer satisfaction: the taste, freshness, and appearance of coffee; original menus, prices, and staff promptness and skills; staff hospitality and appearance and shop size; and interior, lighting, and cleanliness of shops. Prompt staff and skills were most important to millennial customers.

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    1) Indonesia is the 4th largest coffee producer in the world and 7th largest coffee consumer. The growth of coffee shops in Garut Regency, Indonesia has led to competition. 2) The study used a quantitative confirmatory approach surveying 184 millennial coffee shop customers in Garut Regency about satisfaction factors. 3) Factor analysis identified 4 key factors that influence customer satisfaction: the taste, freshness, and appearance of coffee; original menus, prices, and staff promptness and skills; staff hospitality and appearance and shop size; and interior, lighting, and cleanliness of shops. Prompt staff and skills were most important to millennial customers.

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    © All Rights Reserved
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    11 views5 pages

    2 Tinneke Hermina SCBTII SEE E 73

    Uploaded by

    Nifa ratna mulfiyana
    1) Indonesia is the 4th largest coffee producer in the world and 7th largest coffee consumer. The growth of coffee shops in Garut Regency, Indonesia has led to competition. 2) The study used a quantitative confirmatory approach surveying 184 millennial coffee shop customers in Garut Regency about satisfaction factors. 3) Factor analysis identified 4 key factors that influence customer satisfaction: the taste, freshness, and appearance of coffee; original menus, prices, and staff promptness and skills; staff hospitality and appearance and shop size; and interior, lighting, and cleanliness of shops. Prompt staff and skills were most important to millennial customers.

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    © All Rights Reserved
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    of 5

    Understanding The Customers

    Satisfaction Factors in Coffee Shop


    Tinneke Hermina
    Hanifah Fauziah
    Introduction
    Indonesia ranked fourth in the Based on Data from International
    world with the largest quantity Coffee Organization (ICO) Indonesia
    of coffee production after occupies the 7th position as a
    Brazil, Vietnam and Colombia consumer of coffee in the world
    (Sudarto, 2017;Farrer,2019) (Sudarto,2017;ICO,2020)

    The growth a number of


    coffee shop in Garut
    Regency
    COMPETITION OCCURS
    Method
    • Method of research is confirmatory using quantitative approach.
    • The population : The millennial coffee’s customers in Garut Regency
    • Sampling : Non probability sampling conducted by purposive sampling
    of 184 millenials customers
    • The data analysis : Factor Analysis and Multidimensional Scalling
    Result & Discussion
    Rotated Component Matrixa
      Component
    1 2 3 4
    Taste of coffee -,307 ,319 ,472 -,086
    Freshness of coffee -,205 -,040 ,886 -,035
    Appearance of coffee ,300 -,022 ,890 -,108
    Originality Menu ,741 -,042 ,568 -,134
    Price of Menu ,919 ,075 ,134 -,069
    Promptness of Service ,892 ,136 -,169 ,131
    Staff Skill ,710 ,241 -,317 ,271
    Hospitality of Staff ,203 -,024 -,169 ,916
    Appearance of Staff ,032 ,139 -,115 ,889
    Interior design of coffee shop ,250 ,735 -,005 ,181
    Lighting of coffee shop ,155 ,910 ,000 ,097
    Cleanliness of coffee shop -,036 ,902 ,011 ,000
    Size of coffee shop -,306 ,371 ,198 ,498
    Extraction Method: Principal Component Analysis.
    Rotation Method: Varimax with Kaiser Normalization.
    a. Rotation converged in 6 iterations.
    Conclusion
    Based on the confirmatory factor analysis there were 4 factors, namely:
    • Factor 1 : Taste, freshness, and appearance of coffee
    • Factor 2 : Original menu, price of menu, promptness of staff, and staff’s
    skill
    • Factor 3 : Hospitality of staff, appearance of staff, and size of coffe shop
    • Factor 4 : Interior, lighting, and cleanlinees of coffee shop
    Based on the multidimensional scalling indicate that promptness of staff
    and staff’s skill in coffee shop become the main attention for millenials
    customers

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