The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks

Bobby Ardiansyahmiraja(1), Siti Rahayu(2*),

(1) Fakultas Bisnis dan Ekonomika Universitas Surabaya
(2) Fakultas Bisnis dan Ekonomika Universitas Surabaya
(*) Corresponding Author

Abstract


The growth of the hospitality industry calls for further understanding. The coffee shop sector is a large part of the hospitality industry in Indonesia, considering coffee consumption, exports, and interest. This study uses PLS-SEM to assess the relationship between product design dimensions in coffee shops and the Willingness to buy using Starbucks as a case. A purposive sampling method was utilized to gather respondents that is a customers of Starbucks, and 119 respondents’ data was used to test the hypotheses in this study. This study found that symbolic design significantly affects WOM (β=0.210, p=0.030) and Willingness to buy (β=0.359, p<0.001). Functional design significantly affects WOM (β=0.164, p=0.080) but not Willingness to buy. Lastly, WOM affects Willingness to buy with the largest effect size out of all the hypotheses (β=0.515, p<0.001). Coffee shops should consider the importance of product design and strategizes accordingly. Future research should consider expanding on this works with a consideration of this study’s limitation. Coffee shops should consider the importance of product design and strategizes accordingly. Focusing on symbolic design can be a strategy worth considering for coffee shops that emphasize brand and meaning as their value proposition. Future research should consider expanding on this works with a consideration of this study’s limitation.

Keywords


Product Design; Willingness to Buy; WOM; Starbucks

Full Text:

PDF

References


Adhi, R. W., & Yunus, U. (2022). The Meaning of Coffee for Barista in Speciality Coffee Shop in Indonesia. Journal of Creative Communications, 17(1), 108-118.

Aynalem, S., Birhanu, K., & Tesefay, S. (2016). Employment opportunities and challenges in tourism and hospitality sectors. Journal of tourism & Hospitality, 5(6), 1-5.

Dalal, B., & Aljarah, A. (2021). How brand symbolism, perceived service quality, and CSR skepticism influence consumers to engage in citizenship behavior. Sustainability, 13(11), 6021.

Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The mediating role of customer trust on the relationships of celebrity endorsement and e-WOM to Instagram Purchase intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107-126.

Gilal, N. G., Zhang, J., & Gilal, F. G. (2018). Linking product design to consumer behavior: the moderating role of consumption experience. Psychology Research and Behavior Management, 169-185.

Hallak, R., Lee, C., & Onur, I. (2019). Examining healthy beverages in the hospitality industry: Evidence from Australia and New Zealand. British Food Journal, 122(2), 365-379.

Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of marketing, 79(3), 41-56.

Kasnaeny, K., Sudiro, A., Hadiwidjojo, D., & Rohman, F. (2013). Hedonic and utilitarian motives of coffee shop customer in Makassar, Indonesia. European Journal of Business and Management, 5(25), 75-81.

Kumar, M., Townsend, J. D., & Vorhies, D. W. (2015). Enhancing consumers' affection for a brand using product design. Journal of Product Innovation Management, 32(5), 716-730.

Nurhasanah, S., & Dewi, C. (2019). The emergence of local coffee shops in Indonesia as a counter to American culture hegemony. Rubikon: Journal of Transnational American Studies, 6(1), 1-11.

Rahardjo, B., Hasbullah, R., & Taqi, F. M. (2019). Coffee shop business model analysis. Integrated Journal of Business and Economics, 3(2), 140-152.

Sarirahayu, K., & Aprianingsih, A. (2018). Strategy to improving smallholder coffee farmers productivity. The Asian Journal of Technology Management, 11(1), 1-9.

Tajuddin, U. N. R. A., Hassan, L. F. A., Othman, A. K., & Razak, N. A. (2020). Electronic word-of-mouth (E-WOM), brand image and consumer purchase intention on healthcare products. Journal of Accounting Research, Organization and Economics, 3(1), 73-83.

The Jakarta Post. (2020). Indonesia welcomes 16.1m foreign tourists in 2019, coronavirus clouds tourism outlook. https://www.thejakartapost.com/news/2020/02/03/indonesia-welcomes-16-1m-foreign-tourists-in-2019-coronavirus-clouds-tourism-outlook.html

Xia, Y., Singhal, V. R., & Peter Zhang, G. (2016). Product design awards and the market value of the firm. Production and Operations Management, 25(6), 1038-1055.

Xu, L., Mohammad, S. J., Nawaz, N., Samad, S., Ahmad, N., & Comite, U. (2022). The role of CSR for de-carbonization of hospitality sector through employees: A leadership perspective. Sustainability, 14(9), 5365.




DOI: https://doi.org/10.24123/jmb.v22i1.686

Article Metrics

Abstract view : 427 times
PDF - 40 times

Refbacks

  • There are currently no refbacks.




Copyright (c) 2023 Bobby Ardiansyahmiraja, Siti Rahayu

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

Google ScholarGoogle ScholarGARUDA - Garba Rujukan Digital
DOAJ
ROADROADEBSCO
mabis statistics