The Effect of Price, Risk, and Service Quality, on Customer Satisfaction with Brand Image as Moderating Variable at Coffee Shop X

Abstract

High competition between coffee shops makes customer satisfaction an important factor. Previous research states that several variables influence customer satisfaction, namely price, risk, and service quality on customer satisfaction. This research aims to empirically test price, risk, and service quality on customer satisfaction, as well as the moderating role of brand image on the relationship between price and service quality on customer satisfaction using SEM-PLS 4.0. Data collection was carried out through questionnaires to 159 respondents. The test results show that there is a significant influence between price, risk, and service quality on consumer satisfaction, and there is no influence of brand image as a moderating variable in the relationship between price and service quality on consumer satisfaction.