Examining Factors Influencing Customer Satisfaction in Modern Food and Beverage Business Environment

Catherine Aurelia  Suyanto; Ariel Jonathan  Heuw; Evangeline Alissya  Giovanni; Giselle Alinsky  Prasetyo; Joshua Albert  Tan; Ryan Dustine  Gunawan; Steven Kent  Kristanto; Nurhayati Nurhayati

doi:10.55338/jpkmn.v7i2.8825

Authors

Catherine Aurelia Suyanto, Universitas Prasetiya Mulya, Indonesia
Ariel Jonathan Heuw, Universitas Prasetiya Mulya, Indonesia
Evangeline Alissya Giovanni, Universitas Prasetiya Mulya, Indonesia
Giselle Alinsky Prasetyo, Universitas Prasetiya Mulya, Indonesia
Joshua Albert Tan, Universitas Prasetiya Mulya, Indonesia
Ryan Dustine Gunawan, Universitas Prasetiya Mulya, Indonesia
Steven Kent Kristanto, Universitas Prasetiya Mulya, Indonesia
Nurhayati Nurhayati, Universitas Prasetiya Mulya, Indonesia

DOI:

https://doi.org/10.55338/jpkmn.v7i2.8825

Keywords:

Customer Satisfaction, Physical Environment, Product Quality, Service Quality, Staff Competency

Abstract

Customer satisfaction is a crucial factor in keeping customers coming back and recommending a cafe to others. According to Seasia Stats (2026), Indonesia currently has an estimated 461,991 cafes across the country. With the highly competitive cafe industry, cafe owners must provide added value to attract customers. There are four main factors that affect customer satisfaction, such product quality, service quality, physical environment, and staff competency. This research aims to examine the correlation between product quality, service quality, physical environment, and staff competency towards customer satisfaction. A total of 150 surveys were gathered to assess the proposed model and test hypotheses using multiple linear regression. The findings revealed that product quality (β=0.3229, t=4.2106, p<0.05), service quality (β=0.2324, t=2.9419, p<0.05), and physical environment (β=0.2876, t=4.2309, p<0.05) significantly affected customer satisfaction. On the other hand, staff competencies (β =0.1451, t=1.8304, p>0.07) did not significantly affect customer satisfaction. These findings provide practical implications for café owners to increase customer satisfaction by improving the understanding of product quality, service quality, physical environment, and staff competency.

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