JRSSEM 2023, Vol. 02, No. 7, 1315 – 1327

E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494

DOI : 10.36418/jrssem.v2i07.362 https://jrssem.publikasiindonesia.id/index.php/jrssem/index

ANALYSIS OF THE INFLUENCE OF PRODUCT PRICE AND

SERVICE QUALITY ON CONSUMER LOYALTY AT COFFEE

HARBOR SHOP KEMAYORAN USING ELECTRONIC WORD

OF MOUTH AS A MODERATING VARIABLE

e-mail: Lukiyana50@gmail.com, albertnurudin09@gmail.com

*Correspondence: Lukiyana50@gmail.com

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Albert Nurudin

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attractive marketing strategies and prices

that are appropriate in the eyes of

consumers is a way to maintain their

business life cycle. In addition, service

companies pay attention to service quality,

and atmosphere is also important things to

maintain their business life cycle. According

to (Minarti & Rayhan, 2021) marketing

management is a management activity

based on its function which in essence tries

to identify what consumers need, and how

field of services. According to (Sucipto,

function to create new memorable

experiences for consumers. This is a

challenge for the service company. Most of

the abstract and intangible service

products have aspects that are around the

core of the company which is considered by

consumers. One such aspect is the

environment where service delivery is

business.

of this coffee shop or coffee shop business.

The increasing popularity of coffee shops

among Indonesians can be attributed to

the proliferation of such establishments.

Harbor Coffee is one of the coffee shops in

the Central Jakarta area. The coffee shop

Harbor Coffee can be found at Jl. Serdang,

Kec, Taruna Raya No. 43B, RT.13/RW.4

Kemayoran, the city center of Jakarta. In

2021, this shop was established.

The owner of Harbor Coffee was

Every participant in the Central Jakarta

Coffee Shop industry, including Harbor

Coffee, faces a challenge in surviving and

improving the quality of their products to

differentiate them from rivals given the

large number of competitors. In Central

Jakarta, numerous rivals supply coffee

beverages at reasonable prices and of high

quality. This may cause Harbor Coffee, a

coffee shop, to experience fluctuating sales

Prices are the basic regulator in the

economic system because prices affect the

Coffee Harbor Shop Kemayoran Using Electronic Word of Mouth as A Moderating Variable

allocation of production factors such as

labor, land, capital, and entrepreneurship.

High wage rates attract labour, high-

interest rates attract capital investment,

and so on. As a resource allocator, price

determines what will be produced (supply)

it creates consumer loyalty. Loyalty is a

commitment from customers to continue

to subscribe to the same product or service,

where the loyalty that is owned by the

customer is not easily influenced by the

circumstances around him. Oliver (in (Rizan

& Arrasyid, 2008) defines loyalty as a strong

commitment to repurchase or subscribe to

a product or service consistently, and is not

easily influenced by the existing

loyalty, namely electronic word of mouth.

(Pradana, 2016) put forward electronic

word of mouth (E-Wom), namely internet-

based social communication where web

users can send and receive information

related to products online. Another opinion

from (Sindunata & Wahyudi, 2018)

electronic word of mouth (E-Wom) has a

meaning as a communication medium for

sharing information related to a product or

of the theory above, it can be concluded

that electronic word of mouth (E-Wom) is

communication between social media

users with the aim of providing information

to others.

Referring to previous research written

research is to find out about service quality,

brand image, and atmosphere which are

thought to have an influence on consumer

loyalty by mediating customer satisfaction.

This research was conducted at the Deja-Vu

Shop Surabaya, with a sample of 150

consumers as respondents. The

measurement scale is the Likert scale. Data

processing techniques used in this study

are SEM, SEM assumption test, normality

atmosphere has a significant effect on

consumer satisfaction, and consumer

satisfaction has a significant effect on

customer loyalty.

Then the second previous research was

(Aryani & Rosinta, 2011) with the title "The

Influence of Service Quality on Customer

Satisfaction in Forming Customer Loyalty".

The purpose of this study is "analyze how

the service quality can affect customer's

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techniques in this study are the

Measurement Model Test and the

Structural Model Test. The results of this

study indicate that: (a) There is a strong and

positive influence between service quality

variables on customer satisfaction in FISIP

UI students. (b) There is no influence

between service quality and customer

loyalty among FISIP UI students. (c) There is

an influence between customer satisfaction

on customer loyalty in FISIP UI students.

Influence of Product Prices and Service

Quality on Consumer Loyalty at Coffee

Harbor Shops Kemayoran with Electronic

Word of Mouth as a Moderating Variable,

with a case study on harbor coffee to find

out further whether product prices and

service quality can affect consumer loyalty

with electronic word of mouth as a

moderating variable.

compiling, processing, and analyzing data

in order to present a situation so that

conclusions can be drawn. The population

in this study is 120 people per day who visit

Harbor Coffee, but there is a minimum

number that must be taken by researchers,

namely as many as 30 samples. As stated

(Fitriani & Sugiyono, 2018) which states

that for research that uses statistical data

analysis, the minimum sample size is 30.

Therefore the sample in this study is 30

research problem, then continued with a

study of the research literature related to

the problems and variables raised in this

study. Then it is developed into a research

framework related to the problem to be

studied, identifying each variable,

hypotheses, and research design

development, determining the techniques

to be used, data collection to data

management as well as producing

the questionnaires that have been carried

out, the authors then conducted a test

Coffee Harbor Shop Kemayoran Using Electronic Word of Mouth as A Moderating Variable

using SPSS IBM 25 and obtained a

description of the respondents based on

age as follows:

Valid

Based on these results, it can be

interpreted if the respondent filler based on

age with a vulnerable age of 21-25 years is

21 respondents, a vulnerable age and a

vulnerable age of 31-35 years is 1

respondent. So it can be concluded that the

majority of customers at Harbor Coffe

based on age are those aged 21-25 years

with a total of 21 respondents.

Valid

Based on these results, it can be

interpreted if the respondent filler is based

based on the work of the majority are

students with a total of 19 respondents.

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Coffee Harbor Shop Kemayoran Using Electronic Word of Mouth as A Moderating Variable

Lukyiana

Albert Nurudin

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Coffee Harbor Shop Kemayoran Using Electronic Word of Mouth As A Moderating Variable

DOI : 10.36418/jrssem.v2i07.362 https://jrssem.publikasiindonesia.id/index.php/jrssem/index

Based on these results, it can be seen

that all indicators have a value of > 0.6. So

it can be concluded that all indicators on

the Electronic Word Of Mouth (Z) variable

are reliable and can be continued on the

next test.

c. Multicollinearity Test

Based on the results of distributing the

questionnaires, tests were carried out using

SPSS IBM 25 and the results of

multicollinearity were as follows:

Table 11. Multicollinearity Test

Based on these results, it is known that

the Tolerance value for the variable Product

Price (X1), Service Quality (X2), Consumer

Loyalty (Y), and Electronic Word Of Mouth

(Z) is 0.952 greater than 0.10. While the VIF

values for Product Price (X1), Service

multicollinearity test it can be concluded

that there are no symptoms of

multicollinearity in the regression model.

Based on the results of distributing the