TA DIGITAL
Enhancing Customer Satisfaction Through Customer Value, Brand Image, and Customer Preference: A Persona-Based Model of Commercial Coffee Products = Enhancing Customer Satisfaction Through Customer Value, Brand Image, and Customer Preference: A Persona-Based Model of Commercial Coffee Products
The coffee serving process has now entered the third-wave coffee trend, where this
wave emphasizes the process of serving coffee, which is demonstrated directly by
the barista to consumers. This trend shift has an impact on the decline in national
coffee consumption by 3.78% after the pandemic, due to shifting consumer tastes.
This study aims to empirically test customer value, brand image, and customer
preference variables on customer satisfaction, group market segments using cluster
analysis, and develop profiles in the form of visual avatars as part of persona
management. This study used a mixed-method complex with a positivism approach
and involved 300 respondents. The data were obtained by distributing questionnaire
to coffee consumers and interview with the Chairman of Masyarakat Perlindungan
Indikasi Geografis Kopi Robusta Temanggung (MPIG-KRT) as object of this
research. The data obtained was analyzed using SPSS 23 with multiple linear
regression and cluster analyses. Empirical research shows that customer value,
brand image, and customer preference partially and simultaneously significantly
positively affect customer satisfaction. This research also formed 3 clusters and
built Arvian, Calista, and Vera personas.
Keyword: Customer Value; Brand Image; Customer Preference; Persona-Based
Model; Coffee Commercial.
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah