Determinants of Customer Satisfaction at Kopi Kenangan: The Role of Brand Image, Product Quality, and Service Quality

Abstract

This study examines the influence of brand image, product quality, and service quality on customer satisfaction at Kopi Kenangan in the Jabodetabek area. The research adopts a quantitative approach with a survey design. A sample of 100 respondents was selected using purposive sampling. Data were collected through structured questionnaires and analyzed using SEM with the assistance of SmartPLS 4. The results indicate that brand image and service quality have a positive and significant effect on customer satisfaction, while product quality does not show a significant influence. These findings suggest that strengthening brand image and improving service consistency should be prioritized as strategic efforts to maintain customer loyalty. This study provides practical implications for Kopi Kenangan’s management in enhancing brand communication and standardizing store operations. Recommendations include barista training, inter store quality monitoring, and further research using a larger sample and longitudinal analysis to support strategic management policies.