Brewing Satisfaction In The Digital Era: An Analysis Of Factors Affecting Customer Satisfaction Of Memorable Coffee App Users

Rieneke Vinkanika Supriadi

doi:10.63922/ijebir.v5i04.5433

Rieneke Vinkanika Supriadi Management Studies Program, Faculty of Economics and Business, Pancasila University

DOI: https://doi.org/10.63922/ijebir.v5i04.5433

Keywords: Application Ease of Use, Product Quality, Digital Service Quality, Customer Satisfaction, Kopi Kenangan.

Abstract

The rapid growth of digital technology has transformed the food and beverage industry, encouraging businesses to adopt mobile applications to enhance customer experience and satisfaction. As one of Indonesia's leading coffee chains, Kopi Kenangan has integrated digital services through its mobile application to facilitate ordering, payment, and customer engagement. This study aims to examine the effects of application ease of use, product quality, and digital service quality on customer satisfaction among Kopi Kenangan application users. A quantitative approach was employed using a structured questionnaire distributed to 111 respondents who had previously used the Kopi Kenangan application. The collected data were analyzed using descriptive statistics and multiple linear regression. The results indicate that application ease of use, product quality, and digital service quality each have a positive and significant effect on customer satisfaction. Simultaneously, these three variables significantly influence customer satisfaction and explain 87.4% of its variance (R² = 0.874). Among the independent variables, digital service quality exerts the strongest influence, highlighting the importance of efficient systems, secure transactions, accurate information, and responsive digital services in enhancing customer satisfaction. These findings suggest that improving digital service quality, while maintaining application usability and product quality, is essential for strengthening customer satisfaction and sustaining competitiveness in the digital food and beverage industry.

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