Perceived Price Fairness, Service Experience Quality, and Customer Loyalty in Lifestyle Coffee Shops: The Mediating Role of Customer Satisfaction

Authors

  • Mira Gustiana Pangestu Faculty of Management and Business Science, Universitas Dinamika Bangsa, Indonesia
  • Syahmardi Yacob Faculty of Economics and Business, Universitas Jambi, Indonesia
  • Hanan Laras Sabrina Faculty of Management and Business Science, Universitas Dinamika Bangsa, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v8i1.6827

Keywords:

Customer loyalty, Customer Satisfaction, Perceived Price, Service Quality, Coffee Shop

Abstract

This study aims to analyze the influence of perceived price fairness and service experience quality on customer loyalty through customer satisfaction at Duniawi Coffee & Records Jambi. The rapid growth of the coffee shop industry in Indonesia has intensified business competition, encouraging coffee shop businesses to create experiential concepts capable of strengthening customer loyalty. This study employed a quantitative explanatory design. Data were collected through questionnaires distributed to 388 respondents selected using purposive sampling techniques. The collected data were analyzed using validity testing, reliability testing, classical assumption testing, path analysis, and hypothesis testing with the assistance of SPSS software. The findings reveal that perceived price fairness and service experience quality have positive and significant effects on customer satisfaction and customer loyalty. Perceived price fairness (β = 0.254, p < 0.001) and service experience quality (β = 0.231, p < 0.001) significantly affect customer loyalty, both directly and indirectly through customer satisfaction (β = 0.153, p < 0.01). Furthermore, customer satisfaction significantly influences customer loyalty and acts as a partial mediating variable in the relationship between perceived price fairness, service experience quality, and customer loyalty. The results indicate that customer loyalty within experiential coffee shop businesses is strongly influenced by pricing fairness, service quality, and overall customer experience. This study contributes to the literature on customer loyalty in lifestyle-oriented coffee shop industries and provides managerial insights for coffee shop businesses in developing effective pricing strategies, improving service quality, and enhancing customer satisfaction to sustain long-term customer loyalty.

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Published

2026-10-19

How to Cite

Pangestu, M. G., Yacob, S., & Sabrina, H. L. (2026). Perceived Price Fairness, Service Experience Quality, and Customer Loyalty in Lifestyle Coffee Shops: The Mediating Role of Customer Satisfaction. Dinasti International Journal of Education Management and Social Science, 8(1), 485–498. https://doi.org/10.38035/dijemss.v8i1.6827

Issue

Vol. 8 No. 1 (2026): Dinasti International Journal of Education Management and Social Science (October - November 2026)

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Articles

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Copyright (c) 2026 Mira Gustiana Pangestu, Syahmardi Yacob, Hanan Laras Sabrina

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