Factors of marketing mixed 4Ps and 4Es affecting continuance of use of Specialty Coffee

Abstract

          The objectives of this study were to 1) to examine factors of 4Ps marketing consists of Product, Price, Place, and Promotion affect continuance to use of specialty coffee and 2) to examine factors of 4Es marketing consists of Experience, Exchange, Everyplace, and Evangelism affect continuance to use of specialty coffee. This research was conducted using a questionnaire as an instrument to collect data from 400 customers who had ever been to used specialty coffee shops with convenience sampling were collected online and onsite. The statistic used for the data analysis consisted of Percentage, Mean, Standard Deviation, and Multiple Linear Regression Analysis.

          The results of this research found that factors of 4Ps the Promotion, Product, and Price had affected the continuance to use of specialty coffee. As shown in the following equation Y = 0.285 (Promotion) + 0.221 (Product) +0.155 (Price). Therefore, entrepreneurs should pay attention to Promotion to make consumers motivated to use the service and purchase products such as promotions by the festivals, and pairing bakeries with coffee. There are various products such as coffee beans from a variety of plantations etc. And results also found that factors of 4Es the Experience, Everyplace, and Evangelism had affected the continuance to use of specialty coffee. As shown in the following equation Y = 0.301(Experience) + 0.232(Everyplace) + 0.195(Evangelism). Therefore, the entrepreneurs should have a special menu, a special recipe only at coffee shops as another option that can make a different experience for consumers. Storytelling about the quality of coffee such as there is signed about the story of coffee inside the shop, creating brochures, through social media to communicate to make consumers get more value from drinking specialty coffee at the coffee shop.