Improving Quality Conscious Decision-Making on Customers at a Family Coffee Shop, Pematangsiantar
DOI:
https://doi.org/10.19166/jam.v7i2.669Abstract
LMC is one of the famous and legendary cafes in Pematangsiantar. However, there are several problems regarding service quality, brand image, and product differentiation which can cause a decrease in product sales. Therefore, this research examines whether service quality, brand image, and product differentiation can influence customers quality conscious decision-making at LMC, Pematangsiantar. In this study, the writer uses the research quantitative method implementing a survey design. The convenience sampling method is used to collect the sample and the total respondents are 110 customers. The results show that service quality, brand image, and product differentiation have a partial and simultaneous influence on quality conscious decision-making, thus the manager should focus on those marketing strategies to better improve the sales of the café.
References
Arslan, M., & Zaman, R. (2015). Impact of Brand Image and Service Quality on Consumer Purchase Intentions. A Study of Retail Stores in Pakistan. Munich, Germany: GRIN Verlag.
Havidz, H. B. H., & Mahaputra, M. R. (2020). Brand image and purchasing decision: Analysis of price perception and promotion (literature review of marketing management). Dinasti International Journal of Economics, Finance & Accounting, 1(4), 727-741.
Hikmah, H., Ratnawati, A. T., & Darmanto, S. (2022, February). The Role of Product Differentiation and Word of Mouth on Purchase Decision of Creative Industrial Products. In 5th FIRST T3 2021 International Conference (FIRST-T3 2021) (pp. 86-90). Atlantis Press.
Kaban, L.M., & Salim, J. (2021). The Effect Of Supply Chain Management And Competitive Advantage On Company Performance At PT Ahlindo Perkasa Alam. JIM UPB Volume 9 No. 2. the Effect Of Supply Chain Management And Competitive Advantage On Company Performance At Pt Ahlindo Perkasa Alam | JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) (upbatam.ac.id) https://doi.org/10.33884/jimupb.v9i2.3663
Kaban, L. M., & Stevanus, L. (2023). The Antecedents of Purchase Decision at Online Travel Agent (Tiket.com). Quantitative Economics and Management Studies, 4(4). https://doi.org/10.35877/454RI.qems1672
Leo, C., Bennett, R. and Härtel, C.E.J. (2005), "Crossâ€Âcultural differences in consumer decisionâ€Âmaking styles", Cross Cultural Management: An International Journal, Vol. 12 No. 3, pp. 32-62. https://doi.org/10.1108/13527600510798060
Long, J. S., & Ervin, L. H. (2000). Using heteroscedasticity consistent standard errors in the linear regression model. The American Statistician, 54(3), 217-224.
Teuber, R. (2010). Geographical indications of origin as a tool of product differentiation: The case of coffee. Journal of International Food & Agribusiness Marketing, 22(3-4), 277-298.
Tintara, I. D. G. W., & Respati, N. N. (2020). The effect of product differentiation, service differentiation, and image differentiation on competitive advantage. Am. J. Humanit. Soc. Sci. Res, 4, 316-321.
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31).
Zygiaris, S., Hameed, Z., Ayidh Alsubaie, M., & Ur Rehman, S. (2022). Service quality and customer satisfaction in the post pandemic world: A study of Saudi auto care industry. Frontiers in Psychology, 13, 842141.
Published
Issue
Section
License
JAMI has CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.
An author who publishes in Journal of Accounting and Management Innovation agrees to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website). The final published PDF should be used and bibliographic details that credit the publication in this journal should be included.
ÂÂ
