DARI PENGALAMAN MENUJU LOYALITAS : PERAN EMOSI DALAM KEPUTUSAN PELANGGAN COFFEE SHOP DI KOTA PONTIANAK
Abstract
Industri kedai kopi di Pontianak mengalami pertumbuhan signifikan dengan persaingan yang semakin ketat, menuntut pemahaman mendalam tentang faktor-faktor pembentuk loyalitas pelanggan yang tidak hanya bergantung pada kepuasan semata. Penelitian ini bertujuan mengeksplorasi dan menganalisis peran sentral emotional attachment dalam memediasi hubungan brand experience dan brand image terhadap brand loyalty pelanggan kedai kopi di Kota Pontianak. Menggunakan pendekatan kuantitatif dengan desain eksplanatori berbasis kerangka Stimulus-Organism-Response, penelitian melibatkan 100 responden yang dipilih melalui purposive sampling dan dianalisis menggunakan regresi berganda dengan IBM SPSS Statistics versi 27. Hasil penelitian menunjukkan bahwa baik secara parsial ataupun mediasi semua uji menunjukkan hasil yang signifikan. Pengelola kedai kopi disarankan mengoptimalkan strategi diferensiasi melalui pendekatan holistik yang mengintegrasikan aspek kognitif dan afektif, termasuk menciptakan atmosfer berkesan, memperkuat identitas merek autentik, dan mengembangkan program loyalitas berbasis keterlibatan emosional untuk membangun hubungan jangka panjang yang berkelanjutan.
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Chatzoglou, Prodromos, Chatzoudes, Dimitrios, Savvidou, Athina, Fotiadis, Thomas, & Delias, Pavlos. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619. https://doi.org/10.1016/j.heliyon.2022.e10619
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Ervina Maulidina Hidayati, Merlinda Sayidatina Aisyah Putri, Lailla Nabiilah, & Saifuddin Zuhri. (2024). Perilaku Konsumen dalam Pengambilan Keputusan Pembelian pada URBN Kopi oleh Masyarakat di Surabaya. Konsensus : Jurnal Ilmu Pertahanan, Hukum Dan Ilmu Komunikasi, 1(6), 31–42. https://doi.org/10.62383/konsensus.v1i6.446
Firdaus, Rani Fadilah. (2023). Brand Image Sebagai Variabel Mediator Pengaruh Green Marketing Terhadap Loyalitas Konsumen; Kajian Empiris Sebuah Coffeeshop Global Di Kota Bandung. 10(3), 936–947.
Gerea, Carmen, Gonzalez-Lopez, Fernanda, & Herskovic, Valeria. (2021). Omnichannel customer experience and management: An integrative review and research agenda. Sustainability (Switzerland), 13(5), 1–24. https://doi.org/10.3390/su13052824
Gloria, Jeanete Gwendelin, Pardian, Pandi, Hapsari, Hepi, & Charina, Anne. (2024). Analisis Tingkat Kepuasan dan Loyalitas Konsumen Xyz Coffee and Eatery di Jalan Kalimantan Kota Bandung. 10, 2714–2721.
Ibtisamah, Nabillah, Yurindera, Novan, & Manajemen, Program Studi. (2025). Dari Kualitas Layanan dan Store Atmosphere Menuju Loyalitas : Analisis Peran Mediasi Kepuasan Pelanggan di Cinema XXI. 28(2).
Jalali, S., Bouwman, H., & De Reuver, M. (2017). Chatbots: Building interactions between organizations and customers. Electronics, 11, 1–11.
Kim, Young Joong, & Park, Jung Sook. (2021). Experiential Value , Satisfaction , Brand Love , and Brand Loyalty toward Robot Barista Coffee Shop : The Moderating Effect of Generation.
Lathifah, Ummi Khoiri, & Silvianita, Anita. (2020). Loyalitas Pelanggan Kopi Kenangan dari Segi Pengalaman Pelanggan, Kualitas Pelayanan dan Kepuasan Pelanggan (Studi pada Konsumen di Bandung). 55–71.
Li, X., Wang, Y., & Chen, H. (2022). Customer satisfaction and revisit intentions in specialty coffee shops: The role of service quality and atmosphere. Journal of Hospitality and Tourism Management, 50, 245–256.
Mayasari, I., Hadiwidjojo, D., Wiagustini, N. L. P., & Rohman, F. (2022). The role of brand experience in building coffee shop customer loyalty in Indonesia. Journal of Foodservice Business Research, 25(4), 463–486.
Mishra, Sadhana, Mishra, Mayank, Pandey, Prashant Kumar, Pandey, Praveen Kumar, Mahajan, Samriti, & Shah, Mohd Asif. (2024). Formation of customer value through channel integration: Modelling the mediating role of cognitive and affective customer experience in the omni channel retail context. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2349270
Mostafa, Rania B., & Kasamani, Tamara. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Rahman, Syed Mahmudur, Carlson, Jamie, Gudergan, Siegfried P., Wetzels, Martin, & Grewal, Dhruv. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, 98(4), 611–632. https://doi.org/10.1016/j.jretai.2022.03.003
Rancati, E., Codini, A. P., & Capatina, A. (2024). Customer experience in coffee stores: A multidisciplinary neuromarketing approach. Journal of Consumer Behaviour, 23(3), 23(3), 1045–1062.
Roggeveen, Anne L., & Rosengren, Sara. (2022). From customer experience to human experience: Uses of systematized and non-systematized knowledge. Journal of Retailing and Consumer Services, 67(April 2021), 102967. https://doi.org/10.1016/j.jretconser.2022.102967
Shorbaji, Mohamad Fouad, Alalwan, Ali Abdallah, & Algharabat, Raed. (2025). AI-Enabled Mobile Food-Ordering Apps and Customer Experience: A Systematic Review and Future Research Agenda. Journal of Theoretical and Applied Electronic Commerce Research , 20(3). https://doi.org/10.3390/jtaer20030156
Sihombing, Vista Uli, Fariyanti, Anna, & Pambudy, Rachmat. (2023). Perilaku Konsumen Kopi: Proses Keputusan dan Kepuasan Konsumen Membeli Minuman Kopi Berlabel Fair Trade. Jurnal Ilmu Pertanian Indonesia, 28(2), 181–191. https://doi.org/10.18343/jipi.28.2.181
Singh, Prakash, Arora, Lokesh, & Choudhry, Abdulaziz. (2023). Consumer Behavior in the Service Industry: An Integrative Literature Review and Research Agenda. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010250
Siti Aisyah. (2024). Analisis Customer Journey dalam Meningkatkan Customer Experience Pelanggan di Fore Coffee Shop yang Berbasis Teknologi. 3(3), 971–986.
Tamin, Alexander Andrew, & Kusuma, Agung Artha. (2025). Peran Brand Experience Memediasi Pengaruh Sensory Marketing Terhadap Repurchase Intention. 14(7), 563–577.
Veni Devialesti. (2024). Pengaruh Atmosfer Toko, Wom, Kepuasan Pelanggan, Minat Berkunjung Ulang Di Coffee Shop. 1(1), 40–47.
Virginia Balqqis Zacqualine, Ailen Tania, Hermanto Yaputra, Steven Tanjaya, & Vebrina Anggraini Tambunan. (2025). The Influence of Perceived Value in the Coffee Shop Industry in Jakarta on Customer Loyalty. Jurnal Visi Manajemen, 11(3), 344–358. https://doi.org/10.56910/jvm.v11i3.844
Walidayni, S., Rahayu, S. M., & Anindita, R. (2024). Sensory experience pada produk kopi: Systematic literature review. Jurnal Aplikasi Bisnis Dan Manajemen, 10(1), 89–102.
Wungkana, J. J., Mangantar, M., & Tulung, J. E. (2022). The Effect Of Experiential Marketing And Emotional Marketing On Customer Loyalty At 71 Manado Coffeeshop. 10(3), 624–633.
ZAID, Sudirman, & PATWAYATI, Patwayati. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Barbu, Cătălin Mihail, Florea, Dorian Laurenţiu, Dabija, Dan Cristian, & Barbu, Mihai Constantin Răzvan. (2021). Customer experience in fintech. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1415–1433. https://doi.org/10.3390/jtaer16050080
Bascur, Camila, & Rusu, Cristian. (2020). Customer-experience-in-retail-A-systematic-literature-reviewApplied-Sciences-Switzerland.pdf.
Bernard, Raden, Hutomo, Eka, & Maduretno, Putra. (2022). Exploring the Effects of Coffee Shop Brand Experience on Loyalty : The Roles of Brand Love and Brand Trust. (October). https://doi.org/10.22146/gamaijb.63218
Bruckberger, Gianna, Fuchs, Christoph, Schreier, Martin, & Osselaer, Stijn M. J. Va. (2023). Retailing Groundedness: How to improve customer experience, brand perceptions, and customer loyalty through feelings of groundedness. Journal of Retailing, 99(4), 594–604. https://doi.org/10.1016/j.jretai.2023.11.004
Bujisic, M., Bogicevic, V., Parsa, H. G., Jovanovic, V., & Sukhu, A. (2025). It’s all in the mind (set): How customers’ mindsets shape their hotel experiences, emotions, and loyalty. Tourism Management, 106, 105038.
Calza, Francesco, Sorrentino, Annarita, & Tutore, Ilaria. (2023). Combining corporate environmental sustainability and customer experience management to build an integrated model for decision-making. Management Decision, 61(13), 54–84. https://doi.org/10.1108/MD-05-2022-0613
Candra, S., Murwatiningsih, M., & Suryoko, S. (2022). Pengaruh sensory marketing terhadap behavioral intention dengan mediasi positive emotion dan negative emotion (Studi pada pengunjung kedai kopi di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1), 282–292.
Chatzoglou, Prodromos, Chatzoudes, Dimitrios, Savvidou, Athina, Fotiadis, Thomas, & Delias, Pavlos. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619. https://doi.org/10.1016/j.heliyon.2022.e10619
Chen, Ja Shen, Le, Tran Thien Y., & Florence, Devina. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail and Distribution Management, 49(11), 1512–1531. https://doi.org/10.1108/IJRDM-08-2020-0312
Dhisasmito, P. P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253–2271.
Ervina Maulidina Hidayati, Merlinda Sayidatina Aisyah Putri, Lailla Nabiilah, & Saifuddin Zuhri. (2024). Perilaku Konsumen dalam Pengambilan Keputusan Pembelian pada URBN Kopi oleh Masyarakat di Surabaya. Konsensus : Jurnal Ilmu Pertahanan, Hukum Dan Ilmu Komunikasi, 1(6), 31–42. https://doi.org/10.62383/konsensus.v1i6.446
Firdaus, Rani Fadilah. (2023). Brand Image Sebagai Variabel Mediator Pengaruh Green Marketing Terhadap Loyalitas Konsumen; Kajian Empiris Sebuah Coffeeshop Global Di Kota Bandung. 10(3), 936–947.
Gerea, Carmen, Gonzalez-Lopez, Fernanda, & Herskovic, Valeria. (2021). Omnichannel customer experience and management: An integrative review and research agenda. Sustainability (Switzerland), 13(5), 1–24. https://doi.org/10.3390/su13052824
Gloria, Jeanete Gwendelin, Pardian, Pandi, Hapsari, Hepi, & Charina, Anne. (2024). Analisis Tingkat Kepuasan dan Loyalitas Konsumen Xyz Coffee and Eatery di Jalan Kalimantan Kota Bandung. 10, 2714–2721.
Ibtisamah, Nabillah, Yurindera, Novan, & Manajemen, Program Studi. (2025). Dari Kualitas Layanan dan Store Atmosphere Menuju Loyalitas : Analisis Peran Mediasi Kepuasan Pelanggan di Cinema XXI. 28(2).
Jalali, S., Bouwman, H., & De Reuver, M. (2017). Chatbots: Building interactions between organizations and customers. Electronics, 11, 1–11.
Kim, Young Joong, & Park, Jung Sook. (2021). Experiential Value , Satisfaction , Brand Love , and Brand Loyalty toward Robot Barista Coffee Shop : The Moderating Effect of Generation.
Lathifah, Ummi Khoiri, & Silvianita, Anita. (2020). Loyalitas Pelanggan Kopi Kenangan dari Segi Pengalaman Pelanggan, Kualitas Pelayanan dan Kepuasan Pelanggan (Studi pada Konsumen di Bandung). 55–71.
Li, X., Wang, Y., & Chen, H. (2022). Customer satisfaction and revisit intentions in specialty coffee shops: The role of service quality and atmosphere. Journal of Hospitality and Tourism Management, 50, 245–256.
Mayasari, I., Hadiwidjojo, D., Wiagustini, N. L. P., & Rohman, F. (2022). The role of brand experience in building coffee shop customer loyalty in Indonesia. Journal of Foodservice Business Research, 25(4), 463–486.
Mishra, Sadhana, Mishra, Mayank, Pandey, Prashant Kumar, Pandey, Praveen Kumar, Mahajan, Samriti, & Shah, Mohd Asif. (2024). Formation of customer value through channel integration: Modelling the mediating role of cognitive and affective customer experience in the omni channel retail context. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2349270
Mostafa, Rania B., & Kasamani, Tamara. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Rahman, Syed Mahmudur, Carlson, Jamie, Gudergan, Siegfried P., Wetzels, Martin, & Grewal, Dhruv. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, 98(4), 611–632. https://doi.org/10.1016/j.jretai.2022.03.003
Rancati, E., Codini, A. P., & Capatina, A. (2024). Customer experience in coffee stores: A multidisciplinary neuromarketing approach. Journal of Consumer Behaviour, 23(3), 23(3), 1045–1062.
Roggeveen, Anne L., & Rosengren, Sara. (2022). From customer experience to human experience: Uses of systematized and non-systematized knowledge. Journal of Retailing and Consumer Services, 67(April 2021), 102967. https://doi.org/10.1016/j.jretconser.2022.102967
Shorbaji, Mohamad Fouad, Alalwan, Ali Abdallah, & Algharabat, Raed. (2025). AI-Enabled Mobile Food-Ordering Apps and Customer Experience: A Systematic Review and Future Research Agenda. Journal of Theoretical and Applied Electronic Commerce Research , 20(3). https://doi.org/10.3390/jtaer20030156
Sihombing, Vista Uli, Fariyanti, Anna, & Pambudy, Rachmat. (2023). Perilaku Konsumen Kopi: Proses Keputusan dan Kepuasan Konsumen Membeli Minuman Kopi Berlabel Fair Trade. Jurnal Ilmu Pertanian Indonesia, 28(2), 181–191. https://doi.org/10.18343/jipi.28.2.181
Singh, Prakash, Arora, Lokesh, & Choudhry, Abdulaziz. (2023). Consumer Behavior in the Service Industry: An Integrative Literature Review and Research Agenda. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010250
Siti Aisyah. (2024). Analisis Customer Journey dalam Meningkatkan Customer Experience Pelanggan di Fore Coffee Shop yang Berbasis Teknologi. 3(3), 971–986.
Tamin, Alexander Andrew, & Kusuma, Agung Artha. (2025). Peran Brand Experience Memediasi Pengaruh Sensory Marketing Terhadap Repurchase Intention. 14(7), 563–577.
Veni Devialesti. (2024). Pengaruh Atmosfer Toko, Wom, Kepuasan Pelanggan, Minat Berkunjung Ulang Di Coffee Shop. 1(1), 40–47.
Virginia Balqqis Zacqualine, Ailen Tania, Hermanto Yaputra, Steven Tanjaya, & Vebrina Anggraini Tambunan. (2025). The Influence of Perceived Value in the Coffee Shop Industry in Jakarta on Customer Loyalty. Jurnal Visi Manajemen, 11(3), 344–358. https://doi.org/10.56910/jvm.v11i3.844
Walidayni, S., Rahayu, S. M., & Anindita, R. (2024). Sensory experience pada produk kopi: Systematic literature review. Jurnal Aplikasi Bisnis Dan Manajemen, 10(1), 89–102.
Wungkana, J. J., Mangantar, M., & Tulung, J. E. (2022). The Effect Of Experiential Marketing And Emotional Marketing On Customer Loyalty At 71 Manado Coffeeshop. 10(3), 624–633.
ZAID, Sudirman, & PATWAYATI, Patwayati. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2026-01-10
How to Cite
Ellin, V. (2026). DARI PENGALAMAN MENUJU LOYALITAS : PERAN EMOSI DALAM KEPUTUSAN PELANGGAN COFFEE SHOP DI KOTA PONTIANAK. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 42-67. https://doi.org/10.31955/mea.v10i1.6773
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