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 |
| _version_ | 1797448578822569984 |
|---|---|
| author | Bobby Ardiansyahmiraja Siti Rahayu |
| author_facet | Bobby Ardiansyahmiraja Siti Rahayu |
| author_sort | Bobby Ardiansyahmiraja |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-03-09T14:12:30Z |
| format | Article |
| id | doaj.art-22bf8a6be0a947318661582df295e9b6 |
| institution | Directory Open Access Journal |
| issn | 1412-3789 2477-1783 |
| language | English |
| last_indexed | 2024-03-09T14:12:30Z |
| publishDate | 2023-03-01 |
| publisher | Department of Management, Faculty of Economics and Business, Universitas Surabaya |
| record_format | Article |
| series | Manajemen dan Bisnis |
| spelling | doaj.art-22bf8a6be0a947318661582df295e9b62023-11-29T05:49:26ZengDepartment of Management, Faculty of Economics and Business, Universitas SurabayaManajemen dan Bisnis1412-37892477-17832023-03-01221273410.24123/jmb.v22i1.686342The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from StarbucksBobby Ardiansyahmiraja0Siti Rahayu1Fakultas Bisnis dan Ekonomika Universitas SurabayaFakultas Bisnis dan Ekonomika Universitas SurabayaThe 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, phttps://www.journalmabis.org/mabis/article/view/686product designwillingness to buywomstarbucks |
| spellingShingle | Bobby Ardiansyahmiraja Siti Rahayu The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks Manajemen dan Bisnis product design willingness to buy wom starbucks |
| title | The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks |
| title_full | The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks |
| title_fullStr | The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks |
| title_full_unstemmed | The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks |
| title_short | The coffee charm: understanding the relationship between product design dimensions and Willingness to buy from Starbucks |
| title_sort | coffee charm understanding the relationship between product design dimensions and willingness to buy from starbucks |
| topic | product design willingness to buy wom starbucks |
| url | https://www.journalmabis.org/mabis/article/view/686 |
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