The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks
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 coff...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Management, Faculty of Economics and Business, Universitas Surabaya
2023-03-01
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| Series: | Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | https://www.journalmabis.org/mabis/article/view/686 |