JTUS, Vol. 02, No. 2 February 2024 119

JTUS, Vol. 02, No. 2 February 2024

E-ISSN: 2984-7435, P-ISSN: 2984-7427

The Influence of Prices, Baristas, Product, and Store Atmosphere

on the Sustainability Coffee Shop Business in the Lowlands

Dhifa Meita Jihan Nabilah, Putri Anggini Ryandi, Riyan Frediansyah, Wachdijono

Universitas Swadaya Gunung Jati, Indonesia

Email: wachdijono@ugj.ac.id

Abstract

Business sustainability in the lowlands is the ability to continue to adapt to changing consumer

trends and preferences. Therefore, these business actors must carry out research related to the

sustainability of the business. This research aims to determine the influence of prices, baristas,

products, and atmosphere on the sustainability of coffee shop businesses in the lowlands. The

research was conducted in Tangerang City, which is a lowland area and has many modern coffee

shops. The research time is July to September 2023. The research design used is quantitative

and survey methods. The research population is coffee shop consumers in Tangerang City

whose number is unknown so the sample size was determined deliberately, namely 100

consumers. Data analysis uses the Structural Equation Modeling instrument. The research

results show that the price and product variables have a positive effect on the sustainability of

coffee shop businesses in the lowlands of Tangerang City, but the barista variables and shop

atmosphere have no effect. The indicator that can best explain the condition of the price

variable is "price according to brand" and for products is "product innovation". For this reason,

it is recommended that coffee shop business managers in the lowlands of Tangerang City

maintain or improve product branding and innovate products so that their business is

sustainable.

keywords: Coffee shop, Lowland, Product Innovation, Product brand, Business

sustainability

INTRODUCTION

The coffee shop business has become an important part of people's daily lives in the social

realm (Ferreira & Ferreira, 2018). Coffee shops become places for social meetings, negotiations,

creativity and reflection for individuals (Ferreira et al., 2021). This phenomenon creates significant

business opportunities in the coffee shop sector and can inspire business people to set up new

coffee shops. The coffee shop industry has experienced rapid growth in recent decades to become

a significant element in people's lifestyles in various regions and social classes (Song et al., 2019).

In 2019 the growth of coffee shops in Indonesia was around 23% (Hariyanto, 2019).

The increasingly widespread presence of coffee shops has encouraged high competition in

this industry to seize opportunities (Li et al., 2019). Increasingly fierce competition among existing

Dhifa Meita Jihan Nabilah, Putri Anggini Ryandi, Riyan Frediansyah, Wachdijono

120 JTUS, Vol. 02, No. 2 February 2024

coffee shops has inspired coffee shop managers to continue to innovate and adapt and implement

strategies that focus on the sustainability of their business (Raniya et al., 2023). The condition of

coffee shop business sustainability can be a key factor in improving bargaining position and

competitiveness (Song et al., 2019). This situation encourages coffee shop business managers to

continue making efforts to ensure that their business is sustainable throughout the business area

(topography), whether their business is in the highlands or lowlands.

Geographic topography in the lowlands and highlands can create different characteristics

of coffee shop consumers (Arif & Agastya, 2022). Lowland and highland areas have significant

differences in terms of climatic and cultural conditions which influence consumer preferences,

habits and behavior (Untari & Widyantari, 2013). Tangerang City, Banten Province, Republic of

Indonesia is one of the large urban areas located in the lowlands. The height of the area is in the

range of 10 to 30 meters above sea level. Such conditions can represent the condition of modern

coffee shops that stand in the lowlands, including: Pattani City (Thailand), Vienna (Austria), Seattle

(United States), Selangor (Malaysia), Noord-Holland (Netherland), Barcelona (Spain), Victoria

(Australia), Cape Town (South Africa), Marrakech (Morocco), Cairo (Egypt), Hanoi (Vietnam), Busan

(South Korea), Doha (Qatar), Muscat (Oman), Osaka (Japan ), Vancouver (Canada), Mumbai (India)

and Colombo (Sri Lanka). Because there is a common desire among coffee shop business

managers in any region, namely wanting a sustainable business, in the current era, the issue of

coffee shop business sustainability has become a major concern for coffee shop management

throughout the world. Thus, research on variables related to business sustainability is very

important to carry out.

Based on literature studies, the results of previous research related to business sustainability

were obtained, including: Purnomo & Munggaran (2023) explained that in the context of coffee

shop business sustainability, it involves considering important issues regarding environmental,

economic and social impacts resulting from business operational lines. the. Furthermore, Lee &

Ruck (2022) explained that there are many variables that can influence the sustainability of a coffee

shop business, including: barista variables and beverage product variables offered (Eva &

Wachdijono, 2021; Ferreira et al., 2021; Oktafiani et al., 2023) and price variables (Eva &

Wachdijono, 2021; Karomah et al., 2018; Laili & Canggih, 2021; Permatasari et al., 2021; Ratnasari

& Wachdijono, 2021; Samoggia & Riedel, 2018) and shop atmosphere (Adhinda et al., 2022;

Gunawan & Syahputra, 2020; Sofia et al., 2023). Referring to the previous research above, this

research will focus on variables that are considered related or influential to the sustainability of

the coffee shop business, namely: price, barista, product and shop atmosphere.

This research aims to determine the influence of price, barista, product and shop

atmosphere variables on the sustainability of coffee shop businesses in the lowlands of Tangerang

City. The difference between this research and the previous one is that in this research, the 4

variables were combined, namely: price, barista, product and shop atmosphere into a single

independent variable, whereas in previous research these 4 variables had never included the

The Influence of Prices, Baristas, Product, and Store Atmosphere on the Sustainability

Coffee Shop Business in the Lowlands

JTUS, Vol. 02, No. 2 February 2024 121

barista variable in a single independent variable. so that this research can add new knowledge.

Therefore, this research will be useful and contribute academically to the development of

knowledge, especially regarding variables that influence the sustainability of coffee shop

businesses and also make practical contributions in the form of recommendations for coffee shop

business managers in their business sustainability efforts. Thus, research entitled: The Influence of

Prices, Baristas, Products and Store Atmosphere on the Sustainability of Coffee Shop Businesses

in the Lowlands is important to carry out.

Based on the results of previous research, it can also be used as a basis for preparing the

framework for this research, as can be seen in Figure 1.

Figure 1. Research rationale framework

Source: Results of previous research

Based on the framework in Figure 1, this research hypothesis is proposed, namely:

1) H1: X1 (price) has a significant effect on Y (sustainability of the coffee shop business)

2) H2: X2 (barista) has a significant effect on Y (sustainability of the coffee shop business)

3) H3: X3 (product) has a significant effect on Y (coffee shop business sustainability)

4) H4: X4 (shop atmosphere) has a significant effect on Y (coffee shop business sustainability)

METHODS

This research was conducted in Tangerang City, Banten Province, Republic of Indonesia, with

the reason that this city is in the lowlands and has many modern coffee shops standing. The

research was carried out from July to September 2023. The research objects were: price variables

(X1), baristas (X2), products (X3), coffee shop atmosphere (X4) and sustainability of the coffee

shop business (Y). To facilitate and confirm the implementation of measurements on each of these

variables, an operational definition is needed for each variable, as follows:

Dhifa Meita Jihan Nabilah, Putri Anggini Ryandi, Riyan Frediansyah, Wachdijono

122 JTUS, Vol. 02, No. 2 February 2024

1. Price (X1) is the consumer's perception regarding the amount of value which shows the

amount of money that must be paid by consumers to buy products at a coffee shop at a

certain time and location (Apriliya, 2023; Tama & Cahyono, 2023) which is measured by 4

indicators, namely : 1) price affordability, 2) price match with quality, 3) price match with

brand, and 4) recommend the price to others. All indicators are measured using a Likert

Scale.

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.

3. Products (X3) are all types of goods or services offered by coffee shops to consumers

which include various types of coffee drinks and food (Jaeroni & Wachdijono, 2023;

Pradina & Rohim, 2023; Soedirlan et al., 2022), which is measured by 7 indicators, namely:

1) taste, 2) aroma, 3) product stock, 4) product variants, 5) product innovation, 6) container,

and 7) brand popularity. All 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.

5. Sustainability of the coffee shop business (Y) is the condition or status of the coffee shop

business which reflects the ability of the coffee shop to operate sustainably, both from an

economic, social and environmental perspective (Purnomo & Munggaran, 2023), which is

measured by 5 indicators, namely: 1) additional equipment and renovation of premises, 2)

no conflict, 3) no environmental damage, 4) application of technology, and 5) presence of

supporting associations. All indicators are measured using a Likert Scale.

To make it easier to measure the variables above, a variable operationalization table was

created which can be seen in Table 1.

The Influence of Prices, Baristas, Product, and Store Atmosphere on the Sustainability

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Table 1. Operational Variable

Variable

Indicator

Interpretation

Measurement

Scale

Measurement

Unit

Price (X1)

1. Affordability

prices are affordable

to consumers

Likert/Ordinal

5,4,3,2,1

2. Qualitu

compliance

Prices correspond to

the quality of the

coffee

Likert/Ordinal

5,4,3,2,1

3. Brand

sustainability

Price according to

brand condition

Likert/Ordinal

5,4,3,2,1

4. Recomendations

Consumers

recommend to others

Likert/Ordinal

5,4,3,2,1

Barista (X2)

1. Skill

Baristas have coffee

making skills

Likert/Ordinal

5,4,3,2,1

2. Reference

suitability

Baristas provide

services according to

consumer preferences

Likert/Ordinal

5,4,3,2,1

3. Speed

Baristas serve quickly

Likert/Ordinal

5,4,3,2,1

4. Friendlines

Barista serves in a

friendly manner

Likert/Ordinal

5,4,3,2,1

5. Knowledge

Baristas have

knowledge regarding

coffee profiles

Likert/Ordinal

5,4,3,2,1

Product (X3)

1. Taste

The product has a

delicious taste

Likert/Ordinal

5,4,3,2,1

2. Aroma

The product has a

distinctive aroma

Likert/Ordinal

5,4,3,2,1

3. Stock availability

Products ordered by

consumers are always

available

Likert/Ordinal

5,4,3,2,1

4. Variant

The product has

various variants

Likert/Ordinal

5,4,3,2,1

5. Innovation

There is an innovative

coffee drink menu

Likert/Ordinal

5,4,3,2,1

6. Container

7. Brand popularity

Coffee drink holder

made of

glass/ceramic

The product brand is

already popular

Likert/Ordinal

5,4,3,2,1

Atmosphere coffee

shop (X4)

1. Table-chair

layout

The layout of tables

and chairs makes

consumers

comfortable

Likert/Ordinal

5,4,3,2,1

Dhifa Meita Jihan Nabilah, Putri Anggini Ryandi, Riyan Frediansyah, Wachdijono

124 JTUS, Vol. 02, No. 2 February 2024

Variable

Indicator

Interpretation

Measurement

Scale

Measurement

Unit

2. Music sound

The sound of music

suits consumer tastes

Likert/Ordinal

5,4,3,2,1

3. Consumer space

The aroma of the

coffee shop smells

good

Likert/Ordinal

5,4,3,2,1

4. Environmental

safety

Consumer safety is

guaranteed

Likert/Ordinal

5,4,3,2,1

5. Internet facilities

Internet services are

available to support

consumer activities

Likert/Ordinal

5,4,3,2,1

6. Ample parking

There is a large

parking area

Likert/Ordinal

5,4,3,2,1

7. Interior design

8. Non cash

payment

9. Online

marketing

10. Toilets

The coffee shop has

an attractive interior

design

Digital (online)

payments are

available, for exa,ple:

credit cards, e-money

Promotions, sales,

orders and payments

are made online

The condition of the

toilets is dry, fresh,

spacious and clean

Likert/Ordinal

5,4,3,2,1

Sustainability (Y)

1. Addition of

equipment and

renovations

The tools that support

services are

increasingly complete

and there are

renovations to the

coffee shop building

Likert/Ordinal

5,4,3,2,1

2. There is no

conflict

There is no social

conflict in the

establishment of the

coffee shop

Likert/Ordinal

5,4,3,2,1

3. No

environmental

damage occurs

There is no

environmental

damage caused

Likert/Ordinal

5,4,3,2,1

4. Aplication of

technology

The coffee shop has

implemented

Likert/Ordinal

5,4,3,2,1

The Influence of Prices, Baristas, Product, and Store Atmosphere on the Sustainability

Coffee Shop Business in the Lowlands

JTUS, Vol. 02, No. 2 February 2024 125

Variable

Indicator

Interpretation

Measurement

Scale

Measurement

Unit

supporting

technology

5. There are

associations or

institutions

There are associations

that support the

coffee shop business

Likert/Ordinal

5,4,3,2,1

The population in the research is coffee shop consumers in the lowlands of Tangerang City

whose number is unknown, so the sample size was determined based on the Lemeshow Formula,

namely 100 respondents (Azizah et al., 2023). 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).

Considering that the measurement of the indicators for each latent variable above uses a

Likert Scale (5,4,3,2,1), the application is: Scale 5 means "strongly agree" if the statement is very

consistent with the facts; Scale 4 means "agree" if the statement matches the facts; Scale 3 means

"quite agree" if the statement is quite in accordance with the facts; Scale 2 means "disagree" if the

statement does not match the facts; and Scale 1 means "strongly disagree" if the statement is very

inconsistent with the facts. To test the hypothesis that has been proposed, it is carried out based

on the hypothesis testing criteria, namely: 1) If the significance value (sig) < 0.05 then Ho is

rejected, meaning that there is a real influence of variable X (independent) on variable Y

(dependent); and 2) If the significance value (sig) is > 0.05 then Ho is accepted, meaning that there

is an unreal influence from variable X (independent) on variable Y (dependent) (Ghozali, 2018).

RESULTS AND DISCUSSION

Figure 2. The influence of price, barista, product and shop atmosphere on the sustainability of

coffee shop businesses in the lowlands of Tangerang City

Source: SEM-AMOS analysis output, 2023

Dhifa Meita Jihan Nabilah, Putri Anggini Ryandi, Riyan Frediansyah, Wachdijono

126 JTUS, Vol. 02, No. 2 February 2024

Figure 2 shows that variables X1, X2, X3 and X4 have an effect on variable Y. However, to

find out the significance (real or not) of this influence, it can be seen in the probability value (P)

as shown in Table 2.

Table 2. significance of the influence of variables X1,X2,X3,X4 on Y

Variabel Y

(dependen)

Line

Variabel X

(independent)

Estimate

S.E.

C.R.

Label

Standardized

Estimate

Y_Keberlanjutan

<---

X1_Harga

,249

,092

2,713

,007

par_29

,420

Y_Keberlanjutan

<---

X2_Barista

,082

,120

,681

,496

par_1

,078

Y_Keberlanjutan

<---

X3_Produk

,821

,288

2,847

,004

par_2

,803

Y_Keberlanjutan

<---

X4_Suasana

,136

,072

1,894

,058

par_30

,228

Source: SEM-AMOS analysis output-texoutput (adjusted), 2023

Table 2 path X1→Y shows that the influence of X1 (price) on Y (business sustainability) with

a P value of 0.007 (P < 0.05), meaning that the influence of Therefore, the hypothesis which states

that the price variable (X1) has a real effect on variable Y (business sustainability), can be

accepted.

Table 2 path X2 → Y shows the influence of X2 (barista) on Y (business sustainability) with a

P value of 0.496 (P > 0.05), meaning that the influence of Therefore, the hypothesis which states

that the barista variable (X2) has a real effect on variable Y (business sustainability), cannot be

accepted.

Table 2 path X3 → Y shows the influence of X3 (product) on Y (business sustainability) with

a P value of 0.004 (P < 0.05), meaning that the influence of Therefore, the hypothesis which states

that the product variable (X3) has a real effect on variable Y (business sustainability), can be

accepted.

Table 2 path X4 → Y shows that the influence of X4 (store atmosphere) on Y (business

sustainability) with a P value of 0.058 (P > 0.05) means that the influence of Therefore, the

hypothesis which states that the shop atmosphere variable (X4) has a significant effect on variable

Y (business sustainability), cannot be accepted.

To find out the indicators that best explain the condition of variables X1, X2, X3, X4 and Y,

you can see the largest factor loading values, as shown in Table 3.

Table 3. The largest loading factor values are for variables X1, X2, X3, X4 and Y

Research Variable

Indicator with the largest loading

factor value

The largest loading factor

value

X1 (Price)

X1.3 (Price according to brand)

0,75

***

X2 (Barista)

X2.1 (Barista skills)

0,72

***

X3 (Product)

X3.5 (Product innovation)

0,72

***

X4 (Atmosphere Coffee

Shop)

X4.5 (Internet facilities are available)

0,73

***

Y (Business Sustainability)

Y3 (no environmental damage occurs)

0,57

***

Source: SEM-AMOS analysis output-texoutput (adjusted), 2023

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JTUS, Vol. 02, No. 2 February 2024 127

Table 3 shows the largest loading values for the variable indicators X1, X2, X3, X4, Y and

everything is significant because the probability value (P) is *** (0.000) or below 0.05. These

indicators can best explain the condition of each variable, if variable X has a real effect on variable

Y. However, if there is one of the X variables that does not have a real effect on the Y variable,

then the indicators cannot explain the condition of each variable, unless it is possible that there is

an intervening variable that has a real effect in mediating the X variable to Y, then the indicators

can explain the condition of these variables again so that they have more statistical meaning

(Oktafiani et al., 2023).

Discussion

Based on the research results above, the following discussion can be made:

The Influence of price (X1) on coffee shop business sustainability (Y)

The price of coffee beverage products is a measure or value that must be paid by consumers

to get these products. This size or value is generally expressed in rupiah (Rp / glass). However,

consumers buy / pay for coffee beverage products, not only for this purpose, but there are several

purposes for consumers to buy coffee beverage products in coffee shops, including: 1) Enjoying

specialist and innovative coffee; 2) getting a unique place experience; 3) Looking for menu

variations; 4) Enjoying quality and branded coffee; and 5) Enjoying social experiences. Therefore,

knowledge about the effect of price on consumer purchasing decisions, which has an impact on

the sustainability of the coffee shop business, is very important.

The results show that the effect of X1 on Y (X1→Y) is significant (real) with a standardised

regression coefficient value of 0.42 and is positive, meaning that if X1 is increased by 100% it will

increase Y by 42%. The nature of the effect is inelastic, meaning that the proportion of changes in

X1 is greater than the proportion of changes in Y (Wachdijono & Yahya, 2021). Price has a positive

effect on the sustainability of coffee shops in the lowlands of Tangerang City, because the prices

offered are in line with the brand. The brands of coffee beverage products are considered by

consumers to reflect good product quality and service, so that even though the price to be offered

is high, consumers will still buy it. The brands of coffee beverage products in coffee shops in

Tangerang City that are modern and have many consumers include: Starbuck, Janji Jiwa, Oxigen

Coffe, Kobar Coffee, Kopi Tuku, and My Coffee. Thus, in this context, it can be explained that price

affects consumer purchasing decisions or repurchases and consumer purchases will have a

positive impact on the sustainability of the coffee shop business. For this reason, a strategy is

needed in implementing prices in order to influence the level of sales, profits and the ability of

coffee shops to reinvest in sustainable practices (Raniya et al., 2023; Ratu et al., 2023).

The argument above is based on the largest loading factor value (0.75) on the price variable

indicator, namely "the price is in accordance with the brand" so that it can be interpreted that if

the price is increased at any price, consumers will still buy it as long as the coffee shop business

actors can maintain their brand, including in the aspects of product quality and good service. The

Dhifa Meita Jihan Nabilah, Putri Anggini Ryandi, Riyan Frediansyah, Wachdijono

128 JTUS, Vol. 02, No. 2 February 2024

loading factor value of 0.75 can be seen in Figure 2 and Table 3 above. The results of this study

are in line with the results of the study: (Darmansyah et al., 2020; Fathurrahman et al., 2023; Putra

& Ekawati, 2017; Ratnasari & Wachdijono, 2021) which explain that price affects consumer

purchases. However, it is contrary to the results of the research by Anwardin et al. (2021) which

concluded that price has no significant effect on the sustainability of fish feed stores and also

contradicts the law of demand which says: "if the price increases, the number of products

demanded will decrease" (Gilarso, 2008; Sadono Sukirno, 2014). The differences in the results of

these studies indicate that the conditions of the price variable are conditionally variable so that

the results cannot be applied in general (generalisation).

The Influence of Barista (X2) on coffee shop business sustainability (Y)

Barista is a person or group of people in a coffee shop who plays a role in mixing/making

various coffee beverage products ordered by consumers, then serving them. Therefore, the

barista's position is very strategic in the operationalisation of a coffee shop anywhere. In addition,

baristas can provide superior quality coffee products, ensure good customer service and

contribute to brand image. Thus, barista expertise can attract consumers and at the same time

create customer satisfaction to support business sustainability.

The results showed that the effect of X2 on Y (X2→Y) was not significant because the P value

was 0.496 (> 0.05). Such conditions are due to competition among coffee shops themselves, so

that product quality and price have a greater impact than the skills of a barista. In addition, the

assessment of coffee shop managers that good management, operational strategies, and efficient

financial management are also decisive in maintaining the sustainability of their business, so the

role of baristas is not significant. The results of this study are in line with the results of research

Oktafiani et al. (2023) which concluded that baristas have no effect on consumer loyalty, but in

contrast to the results of research Jaeroni & Wachdijono (2023) which concluded that baristas

affect coffee shop consumer loyalty in the highlands of Bandung City.

However, in general, barista variables have a positive effect on customer satisfaction and

loyalty, which has a positive impact on the sustainability of the coffee shop business. This

argument is based on several research results that conclude so, including: (Alvarizy & Deliana,

2021; Basir & Hanafi, 2019; Pambayun & Soedarsono, 2019; Wulandari, 2019). Baristas are very

important human resources for coffee shop operations, especially barista skills in blending coffee,

recognising different types of beans and understanding consumer preferences contribute greatly

to customer satisfaction (Lee & Ruck, 2022; Sofia et al., 2023). In addition, the ability of baristas to

understand sustainability values and practice them in their daily work can play an important role

in maintaining the sustainability of coffee shops (Lucas, 2020; Sidewalk, 2019). However, if there

are research results that conclude that baristas have no effect on business sustainability, then this

is an interesting event, because there is an opportunity to apply intervening variables so that

baristas can have an indirect and significant effect (Oktafiani et al., 2023).

The Influence of Prices, Baristas, Product, and Store Atmosphere on the Sustainability

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The Influence of Product (X3) on coffee shop business sustainability (Y)

Products are all types of drinks in coffee shops made with coffee raw materials, which are

then sold to consumers. The essence of a product is the benefit obtained by consumers after

buying and consuming it (Gilarso, 2008; Kotler & Keller, 2016; Sumarwan & Tjiptono, 2019).

Therefore, the product must adjust to the needs or desires of consumers. Suitable products will

be purchased, while products that are not suitable will not be purchased by consumers.

Continuous product purchases can create consumer satisfaction and loyalty which then have a

positive impact on the sustainability of the coffee shop business concerned.

The results showed that the effect of product (X3) on business sustainability (Y) or X3→Y is

significant (real) with a standardised regression coefficient value of 0.8 and is positive, meaning

that if X3 is increased by 100% it will increase Y by 80%. The nature of the effect is inelastic,

meaning that the proportion of changes in X3 is greater than the proportion of changes in Y

(Wachdijono & Yahya, 2021). Products have a positive effect on the sustainability of coffee shops

in the lowlands of Tangerang City, indicating that consumers are very concerned about the

existence of coffee beverage products, meaning that if there is a change in product conditions, it

will have an impact on the sustainability of the coffee shop business. 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).

To find out the indicator that can best explain the condition of the product variable (X3) is

by looking at the largest loading factor value, as shown in Figure 2 and Table 3 above is 0.72 which

is located on indicator X3.5, namely "product innovation". This finding can be interpreted that

coffee shop consumers in the lowlands of Tangerang City prefer the "product innovation"

indicator over the other 6 indicators. This consumer attitude is because "product innovation" in

coffee drinks can help coffee shops to differentiate themselves from other coffee shops, so that

they can become a coffee shop identity that is more unique and favoured by consumers. Some

examples of coffee beverage product innovation include: white coffee, coldbrew, wine coffee, split

coffee, foam cake coffee, black insomnia coffee, decaffeinated coffee, joss/arang coffee, avocado

coffee, and clear coffee. These results are in line with the results of previous studies, among

others: (Aryani, 2019; Mustamu & Ngatno, 2021; Nasihin et al., 2020; Raniya et al., 2023; Sobri et

al., 2023).

According to Pambayun & Soedarsono (2019), innovation is the result of developing or

utilising skills and experience to create or improve new products, processes or systems that

provide significant value. This value is the key to creating a competitive advantage for the product.

Furthermore, Kotler & Keller (2016) added that product innovation involves a series of processes

that interact with each other Kotler & Keller (2016). Therefore, coffee beverage product innovation

Dhifa Meita Jihan Nabilah, Putri Anggini Ryandi, Riyan Frediansyah, Wachdijono

130 JTUS, Vol. 02, No. 2 February 2024

is very important to pay attention to, especially at this time where there has been competition

among coffee shops (Puspasari & Rahardjo, 2017).

This argument is in line with the results of research by (Afriyanti & Rasmikayati, 2018;

Deliana, 2018) which state that competition between coffee shops lies in product variables, then

(Aryani, 2019) and Mustamu & Ngatno (2021) added that the attention to coffee beverage

products related to consumer loyalty is product innovation. Coffee drink products that are created

from the results of innovation have a better bargaining position compared to products from other

coffee shops that do not have innovative products (Sari & Halim, 2022). In addition, product

innovation can show an innovative menu that creates an exclusive menu (Wahyuwanti, 2022) and

is favoured by consumers.

Regarding innovative products that consumers like, there is something very important

regarding the stage of product innovation, namely the timing of innovation (Wachdijono et al.,

2022). The importance of timing in innovation is in choosing the appropriate time to introduce

innovative products or new products to the market (Kotler & Keller, 2016), because if innovative

products are not introduced at the right time, it can have a serious impact, namely product

innovation will fail in the market.

The Influence of Atmosphere Coffee Shop (X4) on coffee shop business sustainability (Y)

The shop atmosphere is the overall condition of the coffee shop business place, which can

be seen and felt by consumers. The shop atmosphere is built to attract new consumers or also to

retain old consumers. A good shop atmosphere can attract consumers, create a pleasant

experience and build a loyal consumer base (Rasmikayati et al., 2020). Jeon et al., ( conveyed that

a comfortable, environmentally friendly and unique store atmosphere can create a bond between

consumers and coffee shops. Furthermore, Ilyas & Sari (2021) added that consumers have a

preference for a shop atmosphere that suits their personality, tend to be able to return and

recommend it to others. But on the other hand, if the shop atmosphere is not attractive, then

consumers do not want to visit the coffee shop or even be abandoned by old consumers.

Therefore, only in a store atmosphere that matches consumer preferences, will be able to attract

consumers who ultimately support the sustainability of their business.

The results of research on the effect of store atmosphere (X4) on business sustainability (Y)

or X4→Y are not significant because the P value is 0.058 (> 0.05). This condition is due to the

preference of coffee shop consumers in the lowlands of Tangerang City at the time of the research,

more on product variables, prices or other variables, so that the store atmosphere variable (X4)

has not been able to have a significant influence. For this reason, the indicators (there are 10

indicators) also cannot explain their influence on the variable of business sustainability (Y), either

directly or indirectly. These results contradict the results of research by (Alfandry & Sitinjak, 2022;

Fibrianto et al., 2020; Indasari & Bachri, 2021; Kumalasari, 2022) which concluded that the store

The Influence of Prices, Baristas, Product, and Store Atmosphere on the Sustainability

Coffee Shop Business in the Lowlands

JTUS, Vol. 02, No. 2 February 2024 131

atmosphere has an effect, both on purchasing decisions, customer satisfaction and customer

loyalty, all of which support business sustainability.

The difference in the results of this study with previous studies indicates a research gap, in

the form of a theoretical gap, namely a research gap caused by inconsistent research results (Miles

et al., 2018). Such conditions are very good in supporting the development of science, namely the

idea of involving other variables, namely intervening variables as suggested by Oktafiani et al.

(2023) through the results of his research entitled: The Influence of Barista on Coffee Shop

Consumer Loyalty (Utilizing Indicators for Theoretical and Practical Purposes). By involving the

intervening variable, it is expected that the store atmosphere variable (X4) can at least indirectly

affect the coffee shop business sustainability variable (Y). The idea of involving this intervening

variable is in line with the results of research by Sofia et al. (2023) which concluded that the barista

variable has an indirect effect on customer satisfaction through the store atmosphere as an

intervening variable.

CONCLUSION

Price and product variables have a positive effect on the sustainability of coffee shops in the

lowlands of Tangerang City, while barista and shop atmosphere variables have no effect. The

indicator that can best explain the condition of the price variable is "price in accordance with the

brand" and on the product variable is "product innovation". For this reason, it is recommended

for coffee shop business managers in the lowlands of Tangerang City to maintain or improve

product branding and product innovation so that their businesses are sustainable.

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