The Effect of Product Quality and Price on Consumer Satisfaction at Kopi Jago, with Customer Retention as a Moderating Factor (Case Study: Kopi Jago Touring Sunter Lake)
DOI:
https://doi.org/10.38035/dijefa.v7i1.6314Keywords:
Product Quality, Price, Customer Satisfaction, Customer RetentionAbstract
This study investigates how Product Quality and Price affect Consumer Satisfaction at Kopi Jago Keliling Danau Sunter, while also examining the moderating role of Customer Retention. Using a sample of 150 respondents and analyzed through SmartPLS (Partial Least Square) with a causal research design, the study tested both direct and moderating effects. The findings reveal several key points. First, Product Quality significantly influences Consumer Satisfaction, confirming that aspects such as product appearance, taste, texture, and uniqueness enhance customer experiences. Second, Price also has a significant effect, showing that affordability, competitiveness, and perceived value contribute to satisfaction. Third, Customer Retention strongly impacts Consumer Satisfaction, as indicators like revisiting interest, repeat purchases, recommendations, and loyalty reinforce positive consumer experiences. Fourth, Customer Retention moderates the relationship between Product Quality and Consumer Satisfaction positively, strengthening the effect. However, fifth, Customer Retention does not moderate the relationship between Price and Consumer Satisfaction, meaning price remains a direct driver rather than a moderated one. Overall, the study highlights that improving product quality, setting appropriate pricing, and fostering customer retention are crucial strategies for enhancing satisfaction and sustaining long-term customer relationships.
References
Adi, A. F. R., & YOESTINI, Y. (2012). Analisis Pengaruh Harga, Kualitas Produk, dan Kualitas Layanan Terhadap Kepuasan Pelanggan (Studi pada Waroeng Spesial Sambal Cabang Lampersari Semarang). Fakultas Ekonomika dan Bisnis.
Adisaputro, G. (2010). Manajemen pemasaran analisis untuk perancangan strategi pemasaran. Yogyakarta: Upp Stim Ykpn. https://elibrary.bsi.ac.id/readbook/205967/manajemen-pemasaran-analisis-untuk-perancangan-strategi-pemasaran
Andreas, A., Aprilyana, S. H., Putri, K. A., Ulum, M., & Bulu, T. (2025). Pengaruh Inovasi Strategi Pemasaran Terhadap Kepuasan Pelanggan: Studi Kasus Pada UMKM Kopi Jago. MANAJEMEN, 5(1), 390–395. https://doi.org/https://doi.org/10.51903/manajemen.v5i1.1030
Aziz, N. (2019). Analisis Pengaruh Kualitas Produk, Harga, Promosi Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Merek Aicos Produksi Pt. Bumi Sarimas Indonesia. https://ideas.repec.org/p/osf/osfxxx/w6dt5.html
Cahyani, F. G., & Sitohang, S. (2016). Pengaruh kualitas produk, kualitas pelayanan dan harga terhadap kepuasan konsumen. Jurnal Ilmu Dan Riset Manajemen (JIRM), 5(3). https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/527
Christian, M., & Nuari, V. (2016). Pengaruh kualitas layanan terhadap loyalitas konsumen studi kasus: Belanja online Bhinneka. com. Jurnal Siasat Bisnis, 20(1), 33–53. https://doi.org/https://doi.org/10.20885/jsb.vol20.iss1.art4
Darmawan, D., Arifin, S., & Purwanto, F. (2020). Studi tentang persepsi nilai, kepuasan dan retensi pelanggan kapal penyeberangan ujung-kamal. Jurnal Baruna Horizon, 3(1), 198–209. https://doi.org/https://doi.org/10.52310/jbhorizon.v3i1.39
Elfa, M. O. J., & Utami, H. N. (2024). Peran Keterlibatan Pelanggan Terhadap Retensi Pelanggan Pada Kondisi Pascapandemi: Studi Pada Pembelian Online Produk Makanan Sehat. AdBispreneur: Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan, 8(3), 269–284. https://doi.org/https://doi.org/10.24198/adbispreneur.v8i3.48671
Ermawati, A. S., & Sutopo, S. (2021). Pengaruh Variasi Produk, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Toko Ramai Semarang. Jurnal Ekonomi Manajemen Akuntansi, 27(1), 17–32.
Fadhilla, F., & Heriyanto, M. (2022). Pengaruh Kualitas Produk Dan Penetapan Harga Terhadap Kepuasan Konsumen Pada Viera Oleh-Oleh Kota Pekanbar. https://jiip.stkipyapisdompu.ac.id/jiip/index.php/JIIP/article/download/4280/3421/29698
Fauzi, A. M. (2024). Franchise Kopi Jago Gerobak. Finansialku. https://www.finansialku.com/bisnis/franchise-kopi-gerobak/
Fauzi, R. D., & Anggraini, K. (2024). Sewaka.(2024). Fenomena Budaya Ngopi di Coffe Shop Sebagai Bentuk Komunikasi Baru di Kalangan Ibu-Ibu Muda. Jurnal Ilmiah Ilmu Sekretari/Administrasi Perkantoran, 11(2), 294–301. https://doi.org/https://doi.org/10.32493/sekretarisskr.v11i2.42303
Fuji, A., Fransiska, D., Ayu, M., & Juliani, N. (2016). Analisis Kepuasan Konsumen GOJEK di Wilayah Kota Bandung. Bandung: Politeknik Negeri Bandung. https://www.academia.edu/22503186/Analisis_Kepuasan_Konsumen_Terhadap_Kualitas_Pelayanan_GOJEK
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP. https://search-lib.ums.ac.id/cgi-bin/koha/opac-search.pl?q=an:55970
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/https://doi.org/10.1108/EBR-11-2018-0203
Haryoko, U. B., Pasaribu, V. L. D., & Ardiyansyah, A. (2020). Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Firman Dekorasi (Wedding Organizer). POINT: Jurnal Ekonomi Dan Manajemen, 2(1). https://doi.org/https://doi.org/10.46918/point.v2i1.566
Hasan. (2015). Teori Manajemen Pemasaran. Bandung: Alfabeta. http://repo.darmajaya.ac.id/16949/6/BAB II jeri.pdf
Heryanto, H., Tambun, S., Pramono, R., Priyanti, D., & Siregar, I. (2023). E-Learning quality: The role of learning technology utilization effectiveness teacher leadership and curriculum during the pandemic season in Indonesia. International Journal of Data and Network Science, 7(4), 1451–1462. https://doi.org/10.5267/j.ijdns.2023.8.017
Issalillah, F., Rachmawati, E., & Kemarauwana, M. (2021). the Role of Service Quality on Satisfaction of BPJS Participants. Journal of Engineering and Social Sciences (JESS), 1(1), 41–47. https://journal.unsuri.ac.id/index.php/jess/article/view/95
Januardi, J. (2025). Analisis Pengaruh Relationship Marketing, Social MediaMarketing, Dan Brand Trust Terhadap Customer RetentionMelalui Mediasi Customer Satisfaction: Studi Pada PelangganPt Sewu Segar Nusantara. Equator Journal of Management and Entrepreneurship (EJME), 13(3), 269–286. file:///C:/Users/dell/Downloads/238-Article Text-574-1-10-20220608.pdf
Khan, I. (2012). Impact of customers satisfaction and customers retention on customer loyalty. International Journal of Scientific & Technology Research, 1(2), 106–110. http://www.ijstr.org/final-print/march2012/Impact-of-Customers-Satisfaction-And-Customers-Retention-on-Customer-Loyalty.pdf
Kotler, P., & Armstrong, G. M. (2010). Principles of marketing. Pearson Education India. https://middleeast.pearson.com/content/dam/region-core/middle-east/pearson-middle-east/catalog-files-2025/discipline-based/MARKETING2025.pdf
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran, edisi 13. Jakarta: Erlangga, 14, 178–179. https://eprints.uis.ac.id/104/1/Pengantar Ilmu Manajemen Pemasaran.pdf
Kotler, P., & Keller, K. L. (2021). Manajemen Pemasaran edisi 13 jilid 2. http://perpus.trilogi.ac.id/slims/index.php?p=show_detail&id=9381
Kotler, P., Molan, B., Sarwiji, B., & Lane, K. (2009). Manajemen pemasaran (Vol. 1). Indeks. http://eprints.binadarma.ac.id/10124/1/TUGAS 1.pdf
Kurniawati, D. (2014). Pengaruh citra merek dan kualitas produk terhadap kepuasan dan loyalitas pelanggan (studi pada pelanggan KFC cabang Kawi Malang). Brawijaya University. https://www.neliti.com/publications/84352/pengaruh-citra-merek-dan-kualitas-produk-terhadap-kepuasan-dan-loyalitas-pelangg
Kurriwati, N. (2015). Pengaruh kualitas produk terhadap kepuasan dan dampaknya terhadap loyalitas konsumen. Eco-Entrepreneur, 1(1), 48–55. https://doi.org/https://doi.org/10.21107/ee.v1i1.994
Lo, F. Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. In Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.05.003
Musarofah, I. (2020). Pengaruh Keanekaragaman Produk, Store Atmosfer, Kualitas Pelayanan, Harga, Kualitas Produk Terhadap Minat Beli Ulang. SIMBA: Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi, 2.
Nathadiharja, S. S., Apriadi, D., & Nova, S. M. (2024). Strategi Pemasaran. Padang: CV. Gita Lentera. https://books.google.co.id/books?id=RscsEQAAQBAJ&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
Nurdin, M., & Prasetyo, A. (2025). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Kopi Kenangan Grand Batam Mall. YUME: Journal of Management, 8(2), 1055–1065. file:///C:/Users/dell/Downloads/9056-23501-1-PB.pdf
Parry, M. E., Sarma, S., & Yang, X. (2021). The relationships among dimensions of perceived risk and the switching intentions of pioneer adopters in Japan. Journal of International Consumer Marketing, 33(1), 38–57. https://doi.org/https://doi.org/10.1080/08961530.2020.1765445
Philip, K., & Amstrong, G. (2008). Prinsip-prinsip pemasaran edisi 12 jilid 1. Jakarta: Penerbit Erlangga. https://id.scribd.com/document/459426432/prinsip-prinsip-pemasaran-philip-kotler-gary-armstrong-jilid-1-edisi-12-pdf
Pratiwi, D. J., & Pusporini, W. (2022). Pengaruh Kualitas Produk terhadap Kepuasan Konsumen Pada Pusat Oleh-Oleh Bakpia Pathok Rizky Yogyakarta. Keluarga: Jurnal Ilmiah Pendidikan Kesejahteraan Keluarga, 8(2), 112–119. https://doi.org/https://doi.org/10.30738/keluarga.v8i2.12849
Purwanto, H. (2020). Analisis Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen. EKOBIS: Jurnal Ilmu Manajemen Dan Akuntansi, 8(1), 65–74.
Rangkuti, F. (2018). Measuring Customer Satisfaction Teknik Mengukur Strat. Meningk. Kep. Plg. Gramedia Pustaka Utama.
Salsabila, C., Umbara, T., & Setyorini, R. (2022). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Produk Somethinc. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(4), 668–679.
Saputra, W., & Wibowo, I. (2017). Pengaruh gaya kepemimpinan terhadap kinerja pegawai melalui disiplin dan motivasi kerja pegawai PPSU Kelurahan Duren Sawit Jakarta Timur. Jurnal Manajemen Bisnis Krisnadwipayana, 5(2), 1–19.
Sari, S. W., Sunaryo, S., & Mugiono, M. (2018). The effect of service quality on customer retention through commitment and satisfaction as mediation variables in java eating houses. Jurnal Aplikasi Manajemen, 16(4), 593-â. https://doi.org/https://doi.org/10.21776/ub.jam.2018.016.04.05
Sharma, D. R., & Singh, B. (2023). Understanding the relationship between customer satisfaction, customer engagement and repeat purchase behaviour. Vision, 27(4), 449–457. https://doi.org/https://doi.org/10.1177/097226292199259
Simorangkir, N. C., & Rosiana, N. (2022). Analisis efisiensi pemasaran kopi robusta. Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness), 10(1), 113–125. https://doi.org/https://doi.org/10.29244/jai.2022.10.1.113-125
Sri Sukartono Nathadiharja., et al. (2024). Pemasaran Era Digital Strategi Terbaru Untuk Menjangkau Generasi Z Dan Alpha.
Widodo, O. W., & SRI, R. T. A. (2012). Analisis Pengaruh Kualitas Produk, Kualitas Layanan, dan Promosi Terhadap Keputusan Pembelian (Studi Kasus Pada 123 Design and Photography di Semarang). Fakultas Ekonomika dan Bisnis. https://eprints.undip.ac.id/36996/1/WIDODO.pdf
Wijayanti, R. R., Malau, N. A., Sova, M., Ngii, E., Sugiri, T., Ardhiarisca, O., Astuti, Y., & Saidah, H. (2022). Statistik deskriptif. https://repository.penerbitwidina.com/id/publications/406568/statistik-deskriptif
Yasfi, S., & Pardede, R. (2023). Influence e-service quality towards customer retention and word of mouth (wom) mediated by customer satisfaction. Jurnal Indonesia Sosial Sains, 4(11), 1168–1180. https://jiss.publikasiindonesia.id/index.php/jiss/article/view/927/1637
Yusuf, I. N. Y. (2020). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Kepercayaan Konsumen Terhadap Minat Beli Ulang Di E-Commerce Shopee. Universitas Muhammadiyah Surakarta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Sri Sukartono Nathadiharja, Tia Ivada, Ari Soetiyani
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
