Digital Coffee Branding: Moderated Mediation Effect of Purchase Decision and Product Availability on Satisfaction

English

Abstract

The Indonesian coffee industry has grown rapidly over the past two decades, driven by the expansion of urban coffee shops and increasing consumer emphasis on quality, brand identity, and experiential value. In this market, satisfaction is shaped not only by taste and price, but also by perceived quality, brand image, and customer value. This study examines a conceptual model analyzing the effects of Perceived Quality, Brand Image, and Customer Value on Customer Satisfaction, with Purchase Decision as a mediating variable and Product Availability as a moderating variable. It is grounded in Expectation Confirmation Theory, which explains satisfaction as consistency between expectations and actual consumption experiences. A quantitative survey of 626 urban coffee consumers in Indonesia who consume coffee at least four days per week was conducted using purposive sampling, and the data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results show that Perceived Quality, Brand Image, and Customer Value significantly influence Purchase Decisions and indirectly affect Customer Satisfaction through the mediating role of Purchase Decision, supporting Expectation Confirmation Theory. The moderating effect of Product Availability on the relationship between Purchase Decision and Customer Satisfaction was not significant, reflecting high market competition and the availability of substitute products. However, Product Availability significantly strengthens the relationship between Perceived Quality and Customer Satisfaction, indicating its role in shaping quality expectations. The study extends Expectation Confirmation Theory into a moderated mediation framework and offers practical implications for coffee shop managers in an increasingly competitive, digitally mediated coffee brand ecosystem.