The Effect of Product Quality, Layout, Service Quality, and Store Atmosphere on Ccustomer Word of Mouth at Kalagyan Coffee

Rivan Dwiputra Lahendra; Subroto Rapih

doi:10.53748/jbms.v6i3.193

Authors

Rivan Dwiputra Lahendra Universitas Sebelas Maret, Surakarta, Central Java
Subroto Rapih Universitas Sebelas Maret, Surakarta, Central Java

DOI:

https://doi.org/10.53748/jbms.v6i3.193

Keywords:

layout, product quality, quantitative survey, service quality, store atmosphere, word of mouth

Abstract

To examine the partial and simultaneous effects of product quality, layout, service quality, and store atmosphere on customer word of mouth (WOM) at Kalagyan Coffee in Surakarta, Central Java, Indonesia. This study used a quantitative explanatory design with a cross-sectional survey. Data were collected from 100 customers selected by purposive sampling, using a closed-ended questionnaire measured on a four-point Likert scale. The data were analyzed with multiple linear regression in SPSS, using partial t-tests, a simultaneous F-test, the coefficient of determination (R²), and relative contribution analysis. Layout, service quality, and store atmosphere each have a significant positive partial effect on WOM, whereas product quality has no significant effect. Together, the four variables significantly influence WOM and explain 36.6% of its variance. Service quality makes the largest relative contribution (47%), followed by store atmosphere (30%), layout (19%), and product quality (4%). Prior servicescape studies have mostly examined restaurants and used satisfaction, loyalty, or revisit intention as outcomes. This study tests product, layout, service, and atmosphere together as predictors of WOM in a local Indonesian coffee shop. The results suggest that service and environmental elements matter more than the product itself for customer recommendations.

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