The Influence of Atmospheric Conditions on Brand Equity: A Partial Least Squares Structural Equation Modeling (PLS-SEM) Study of Coffee Shop Customers

Yhani Mardani

doi:10.55927/cjas.v4i7.203

Penulis

Yhani Mardani Universitas Informatika dan Bisnis Indonesia

DOI:

https://doi.org/10.55927/cjas.v4i7.203

Kata Kunci:

Atmospheric Conditions, Brand Equity, Coffee Shop, Customer Perception, PLS-SEM, Retail Marketing

Abstrak

This study examines the effect of Atmospheric Conditions on Brand Equity in the coffee shop industry. A quantitative survey of coffee shop customers was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Atmospheric Conditions were modeled as a higher-order construct comprising facility aesthetics, ambience, lighting, and table layout, while Brand Equity comprised brand awareness, brand association, perceived quality, and brand loyalty. Atmospheric Conditions positively and significantly influenced Brand Equity (β = 0.543, p < 0.001; R² = 0.295). Facility Aesthetics was the strongest dimension, whereas Perceived Quality contributed most to Brand Equity. The study validates a multidimensional higher-order model and highlights the strategic role of store atmosphere in strengthening brand equity and long-term competitiveness.

Referensi

Ahmad, K., & Lilani, K. (2025). From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective. Telematics and Informatics Reports, 19. https://doi.org/10.1016/j.teler.2025.100239

Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118

Efthimiou, G. (2025). Predicting Extreme Atmospheric Conditions: An Empirical Approach to Maximum Pressure and Temperature. Sustainability (Switzerland), 17(7). https://doi.org/10.3390/su17072852

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50. https://doi.org/10.1016/j.jretconser.2018.07.007

Flacandji, M., & Krey, N. (2020). Remembering shopping experiences: The Shopping Experience Memory Scale. Journal of Business Research, 107. https://doi.org/10.1016/j.jbusres.2018.10.039

France, S. L., Davcik, N. S., & Kazandjian, B. J. (2025). Digital brand equity: The concept, antecedents, measurement, and future development. Journal of Business Research, 192. https://doi.org/10.1016/j.jbusres.2025.115273

Hapzi Ali, D. C. (2022). Literature Review: Competitive Strategy, Competitive Advantages, and Marketing Performance on E-Commerce Shopee Indonesia. Manajemen Dan Bisnis, 3(2), 299–239.

Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3). https://doi.org/10.5267/j.ijdns.2022.1.015

Ling, W., Lee, H., Xu, H., & Pan, Y. (2026). From complexity to chaos: Understanding their combined impact on customer experience in retail environments. Journal of Retailing and Consumer Services, 88. https://doi.org/10.1016/j.jretconser.2025.104470

Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1944008

Martins, R., Mateus, C., Domingues, F., Bücker, R., Oleastro, M., & Ferreira, S. (2022). Effect of Atmospheric Conditions on Pathogenic Phenotypes of Arcobacter butzleri. Microorganisms, 10(12). https://doi.org/10.3390/microorganisms10122409

Narimawati, U., Sarwono, J., Munandar, D., Winanti, M. B. (2020). Research Method: Analysis Variety Implementation. In Yogyakarta: Andi Offset.

Nesta, G. (2025). Service Quality and Consumer Satisfaction at Fore Coffee: A Generation Z Study in Surabaya. Journal of Law and Economics, 4(2). https://doi.org/10.56347/jle.v4i2.280

Wu, D., Ma, L., & Yan, X. (2024). The nonlinear effect of atmospheric conditions on middle-school students’ travel mode choices. Transportation Research Part D: Transport and Environment, 135. https://doi.org/10.1016/j.trd.2024.104382

Yin, D., Li, M., Qiu, H., Bai, B., & Zhou, L. (2023). When the servicescape becomes intelligent: Conceptualization, assessment, and implications for hospitableness. Journal of Hospitality and Tourism Management, 54. https://doi.org/10.1016/j.jhtm.2023.01.001

Zaghba, L., Borni, A., Benbiotur, M. K., Fezzani, A., Alwabli, A., Bajaj, M., Dost Mohammadi, S. A., & Ghoneim, S. S. M. (2024). Enhancing grid-connected photovoltaic system performance with novel hybrid MPPT technique in variable atmospheric conditions. Scientific Reports, 14(1). https://doi.org/10.1038/s41598-024-59024-4