Metro Coffee Purchase Decision: Accessibility, Brand Equity, and Perceived Value

Habib Al Hakim; Atika Dyah Perwita; Rabi'atul Adawiyah

doi:10.32534/jv.v21i3.8741

Authors

Habib Al Hakim UIN Walisongo Semarang
Atika Dyah Perwita UIN Walisongo Semarang
Rabi'atul Adawiyah UIN Walisongo Semarang

DOI:

https://doi.org/10.32534/jv.v21i3.8741

Keywords:

Accessibility, Brand Equity, Social Media Promotion, Perceived Value, Purchase Decision

Abstract

The increasingly intense competition among mobile coffee businesses highlights the need to understand the factors influencing consumers’ purchase decisions. This study aims to analyze the effects of accessibility, brand equity, and social media promotion on the purchase decisions of Metro Coffee consumers in Semarang City, while examining perceived value as a moderating variable. Using a purposive sampling technique, 100 consumers were selected as respondents, and a quantitative explanatory design was applied. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that accessibility and brand equity do not have a significant effect on purchase decisions. In contrast, perceived value and social media promotion show a significant and positive influence. Perceived value is not proven to moderate the effects of accessibility, brand equity, or social media promotion on purchase decisions. The novelty of this study lies in testing perceived value as a boundary condition in the relationship between marketing stimuli and purchase decisions within the context of mobile coffee businesses. The results suggest that perceived value functions more as a direct determinant than as a moderator. The research model explains 65.3% of the variation in purchase decisions.

References

Adil, S. L., Djemly, W., & Samadi, R. L. (2024). Pengaruh Aksesibilitas Dan Perceived Enjoyment Terhadap Keputusan Pembelian Pada Wisata Kuliner Di Jalan Flamboyan Kecamatan Sario, Kota Manado. Jurnal EMBA, 12(3), 1192–1203.

Antczak, B. O. (2024). The influence of digital marketing and social media marketing on consumer buying behavior. Journal of Modern Science, 56(2), 310–335. https://doi.org/10.13166/jms/189429

Asiah, R. B., & Manap, A. (2024). Pengaruh Promosi Melalui Media Sosial Instagram Dan Kualitas Produk Terhadap Keputusan Pembelian Online di E-Commerce S hopee . Innovative: Journal Of Social Science Research, 4(1 SE-Articles), 6753–6766. https://doi.org/10.31004/innovative.v4i1.8653

Baidoun, S. D., & Salem, M. Z. (2024). The moderating role of perceived trust and perceived value on online shopping behavioral intention of Palestinian millennials during COVID-19. Competitiveness Review: An International Business Journal, 34(1), 125–143. https://doi.org/10.1108/CR-10-2022-0161

Baidoun, S., & Salem, M. (2023). The moderating role of perceived trust and perceived value on online shopping behavioral intention of Palestinian millennials during COVID-19. Competitiveness Review: An International Business Journal. https://doi.org/10.1108/cr-10-2022-0161

Bambang. (2025). The Influence of Sales Promotion on Purchasing Decisions At Mini Markets in The Gayo Lues District Community. Jurnal Semesta Ilmu Manajemen Dan Ekonomi. https://doi.org/10.71417/j-sime.v1i4.290

Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding Service Convenience. Journal of Marketing, 66(3), 1–17. https://doi.org/10.1509/jmkg.66.3.1.18505

Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2023). Customer Perceived Value: A Comprehensive Meta-analysis. Journal of Service Research, 27, 501–524. https://doi.org/10.1177/10946705231222295

Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M., Elsaed, A. A., & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM? Sustainability, 15(6), 5331. https://doi.org/10.3390/su15065331

Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025

Dawam, K., & Shihab, M. S. (2024). Pengaruh Perceived Value dan Brand Image Terhadap Keputusan Pembelian Konsumen Produk Elektronik. Journal of Economics and Business UBS, 13(1), 250–258. https://doi.org/https://doi.org/10.52644/joeb.v13i1.1504

Dedi, R., & Rianto Rahadi, D. (2023). PENGANTAR PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODEL(PLS-SEM) 2023.

Diantanti, N. P., & Alfadlilah, N. A. (2025). Peran Perceived Value Memoderasi Pengaruh Price Elasticity Terhadap Purchase Decision pada Generasi Z. Journal Manabis, 4(3), 317–326. https://doi.org/10.54259/manabis.v4i3.5729

Erislan, E. (2025). Analysis of the Influence of Brand Equity on Consumer Purchase Decisions in the Modern Retail Market. Mandalika Journal of Business and Management Studies, 3(1), 68–74. https://doi.org/10.59613/mjbms.v3i1.198

Ertemel, A. V., & Civelek, M. E. (2020). The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. Business and Economics Research Journal, 10(1), 233–243. https://doi.org/10.20409/berj.2019.165

Ewur, G., Govender, J., & Amoah, J. (2025). Investigating The Determinants Of Brand Equity And Their Influence On Consumer Purchasing Behaviour In Emerging Markets. International Journal of Entrepreneurial Knowledge. https://doi.org/10.37335/ijek.v13i2.323

Fauzi, A., Mutmainah, I., & Mulia, A. (2024). Does Perceived Value Moderate the Influence of Brand Image and Hedonic Lifestyle on Purchasing Decisions? Case: Starbucks Brand Coffee Consumer. Neraca Keuangan : Jurnal Ilmiah Akuntansi Dan Keuangan. https://doi.org/10.32832/neraca.v19i1.16705

Fei, X., You, Y., & Yang, X. (2020). “We” are Different: Exploring the Diverse Effects of Friend and Family Accessibility on Consumers’ Product Preferences. Journal of Consumer Psychology, 30, 543–550. https://doi.org/10.1002/jcpy.1152

Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031

Hassoun, A., Aït-Kaddour, A., Abu-Mahfouz, A., Rathod, N., Bader, F., Barba, F., Biancolillo, A., Cropotova, J., Galanakis, C., Jambrak, A., Lorenzo, J., Måge, I., Ozogul, F., & Regenstein, J. (2022). The fourth industrial revolution in the food industry—Part I: Industry 4.0 technologies. Critical Reviews in Food Science and Nutrition, 63, 6547–6563. https://doi.org/10.1080/10408398.2022.2034735

Husain, R., Ahmad, A., & Khan, B. (2022). The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands. Cogent Business & Management, 9. https://doi.org/10.1080/23311975.2022.2034234

Išoraitė, M. (2018). Brand Image Theoretical Aspects. Integrated Journal of Business and Economics, 2, 116–122. https://doi.org/10.33019/ijbe.v2i1.64

Jaya, F. A., & Arief, M. (2024). Decoding viewer behavior: a multi-faceted exploration of marketing mix, brand equity, e-WOM, and perceived value in Indonesia’s film market. International Journal of Research in Business and Social Science (2147- 4478), 13(1), 99–107. https://doi.org/10.20525/ijrbs.v13i1.3183

Jiang, Y., Abdullah, S. I. N. W., Lim, B. H. J., Wang, R., & Phuah, K. T. (2023). The role of marketing stimuli and attitude in determining post-COVID buying decisions toward organic food products: evidence from retail consumers in Beijing, China. Frontiers in Sustainable Food Systems, 7. https://doi.org/10.3389/fsufs.2023.1051696

Kairupan, D. J. I., & Laksono, D. B. (2024). THE INFLUENCE OF THE ATTRACTIVENESS OF PROMOTIONS AND PRODUCT DESIGN ON THE DECISION TO PURCHASE THE HONDA ALL NEW BRIO SATYA. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 3(2), 106–118. https://doi.org/10.24034/jimbis.v3i2.6545

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101

Laato, S., Islam, A. K. M. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224. https://doi.org/10.1016/j.jretconser.2020.102224

Lawson, S., Gleim, M., & Hartline, M. (2021). Decisions, decisions: variations in decision-making for access-based consumption. Journal of Marketing Theory and Practice, 29, 358–374. https://doi.org/10.1080/10696679.2020.1855990

Lim, W. M. (2024). A typology of validity: content, face, convergent, discriminant, nomological and predictive validity. Journal of Trade Science, 12(3), 155–179. https://doi.org/10.1108/JTS-03-2024-0016

Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.951249

Lopes, J., Silva, L., & Massano-Cardoso, I. (2024). AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention. Behavioral Sciences, 14. https://doi.org/10.3390/bs14070616

Macías, W., Barquet-Arenas, G., & Yambay-Aucancela, J. (2024). Brand equity and purchase decision of fast-moving consumer goods. Tec Empresarial. https://doi.org/10.18845/te.v18i2.7142

Mardiyani, D. L., & Martono, S. (2024). THE INFLUENCE OF PERCEIVED VALUE, PRODUCT ACCESSIBILIT, AND PROMOTER RESPONSIVENESS ON THE PURCHASE DECISION OF MOBILE PHONES AT SMS SHOP MIJEN SEMARANG. JMBPreneur: Jurnal Manajemen, Bisnis, Dan Kewirausahaan, 4(2), 13–24. https://doi.org/10.35720/jmbpreneur.v4i2.37

Martha, R. E., Evanita, S., & Patricia, D. (2019). The Influence of Promotion Mix towards Purchasing Decision of Indihome product in Telkom Region of Padang City. Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). https://doi.org/10.2991/piceeba2-18.2019.53

Marzuqi, A. M., & Fardani, F. F. (2025). Analisis Faktor-Faktor Penentu Keputusan Pembelian Yamaha NMAX di Kota Surakarta. Economics and Digital Business Review, 7(1).

Musa, M. I., Sareong, W. Y., Haeruddin, M., Haeruddin, M. I. W., & Burhanuddin, B. (2022). The Impression That I Get: The Influence of Brand Equity on Purchase Decisions. PINISI Discretion Review. https://doi.org/10.26858/pdr.v5i2.32435

Nasti, N., Lubis, A. H., & Rasyid MS, A. (2024). Analysis of the Influence of Consumer Behavior on Purchasing Decisions in the E-Commerce Industry. International Journal of Economics (IJEC), 3(2), 870–875. https://doi.org/10.55299/ijec.v3i2.996

Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185, 122067. https://doi.org/10.1016/j.techfore.2022.122067

Nopitriyani, S., Putri, M. T., Fauziyyah, N. W., & Prasaja, D. (2023). Analisis Kopi Organik Indonesia Di Pasar Amerika Serikat. Jurnal Economina, 2(12), 3593–3601. https://doi.org/10.55681/economina.v2i12.1044

Patro, C. (2023). Consumers’ Digital Shopping Experience: A Study of the Factors Influencing Purchase Decision. Int. J. E Bus. Res., 19, 1–17. https://doi.org/10.4018/ijebr.318475

Pinki Silvia Lelet, Bode Lumanauw, & Debry C. A. Lintong. (2022). Pengaruh Ekuitas Merek, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen (Studi Pada Produk Manzone Di Matahari Megamall Manado). Jurnal EMBA, 10(1), 1590–1599.

Prasetyo, S. P., & Budiarti, A. (2025). PENGARUH KUALITAS PRODUK DAN E- WOM TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI CITRA MEREK PADA PRODUK MARINA. Jurnal Ilmu Dan Riset Manajemen, 14(11), 1–21.

Qian, J. (2025). A Study on the Effect of Pricing Strategy and Perceived Value on Purchase Intention. Advances in Economics, Management and Political Sciences, 210(1), 86–94. https://doi.org/10.54254/2754-1169/2025.BL26133

Qian, Y., & Khong-Khai, S. (2024). The Moderating Role Of Perceived Value Between User Stickiness And Purchase Intention In Taobao.Com. Journal of Southwest Jiaotong University, 59(3). https://doi.org/10.35741/issn.0258-2724.59.3.10

Qiao, Y., Yin, X., & Xing, G. (2022). Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.931064

Rahmatia, Hamida, L. O., & Hakim, A. (2023). Pengaruh Promosi Media Sosial dan Word Of Mouth Terhadap Keputusan Pembelian ( Studi Kasus Pada Konsumen Toko Tho Masagena ). IJMA (Indonesia Journal of Management and Accounting), 4(2), 186–191.

Rahmawati, E., & Apriadi, D. (2025). Pengaruh Gaya Hidup dan Aksesibilitas Terhadap Keputusan Pembelian Menggunakan Shopee Paylater. Jurnal Riset Manajemen Dan Akuntansi, 5(2), 46–58. https://doi.org/10.55606/jurima.v5i2.5219

Sari, D. R., Ariska, Y., & Abi, Y. I. (2024). The Influence Of Accessibility, Online Promotion, And Product Reviews On Purchasing Decision With The Intervening Variable Of Purchase Intention On Shopee Application. Journal of Management, Economic, and Accounting. https://doi.org/10.37676/jmea.v3i2.691

Saxena, N., & Kumar, A. (2023). Brand Equity’s Impact On Purchase Intentions Of Consumers: A Cross-Industry Investigation. ShodhKosh: Journal of Visual and Performing Arts. https://doi.org/10.29121/shodhkosh.v4.i2.2023.4847

Setiabudhi, H. (2025). Analisis Data Kuantitatif dengan SmartPLS 4 (I. P. H. H. Duari (ed.); 1st ed.). Borneo Novelty Publishing.

Setiabudhi, H., Suwono, Setiawan, Y. A., & Karim, S. (2024). Analisis Data Kuantitatif dengan SmartPLS 4 (I. P. H. H. Duari (ed.); 1st ed.). Borneo Novelty Publishing.

Sharma, N., & Fatima, J. K. (2024). Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit. Journal of Retailing and Consumer Services, 77, 103627. https://doi.org/10.1016/j.jretconser.2023.103627

Sohaib, M., Safeer, A. A., & Majeed, A. (2022). Determining Consumer Purchase Intention On Social Commerce Shopee With The S-O-R Approach. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.941058

Song, H., & Jo, H. (2023). Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB. Sustainability. https://doi.org/10.3390/su15043039

Stefannie, S., & Rusdi, F. (2024). Pengaruh Strategi Promosi Media Sosial terhadap Keputusan Pembelian N’pure yang Dimediasi Word Of Mouth Marketing. Kiwari, 3(1), 123–127. https://doi.org/10.24912/ki.v3i1.29359

Supapon, S., & Sukhawatthanakun, K. (2023). The effect of brand equity on Thai cosmetic purchasing decisions. Uncertain Supply Chain Management. https://doi.org/10.5267/j.uscm.2023.6.001

Van Thuy, N., Anh, B. N. T. N., & Binh, M. N. T. X. (2022). Impact Of Brand Equity On Consumer Purchase Decision: A Case Study Of Mobile Retailer In Hochiminh City, Vietnam. Journal of Eastern European and Central Asian Research (JEECAR). https://doi.org/10.15549/jeecar.v9i2.762

Verhoef, P., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.09.022

Vidyanata, D. (2022). Understanding the Effect of Social Media Marketing on Purchase Intention : a Value-based Adoption Model. Jurnal Dinamika Manajemen, 13(2), 305–321. https://doi.org/10.15294/jdm.v13i2.37878

Wardhana, E., & Soesanto, H. (2025). Optimizing Information Accessibility and Ease of Mortgage Application: Its Impact on Simple Home Purchase Decisions. Social Science and Humanities Journal. https://doi.org/10.18535/sshj.v9i01.1606

Wintari, V., Milla, H., & Kalsum, U. (2025). The Influence Of Instagram Social Media Promotion On Purchasing Decisions At Gallery RJ Store Among Economic Education Students At Muhammadiyah University Of Bengkulu Pengaruh Promosi Media Sosial Instagram Terhadap Keputusan Pembelian Di Toko Gallery RJ . 3(2), 91–96.

Yap, T. W. (2022). The Mediating Effects of Perceived Value Between the Relationship of Social Media Marketing and Purchase Intention. DLSU Business & Economics Review, 31(2). https://doi.org/10.59588/2243-786X.1192

Yin, J., & Qiu, X. (2021). AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value. Sustainability, 13(10), 5671. https://doi.org/10.3390/su13105671

Yuliana, L. (2023). Journal of Economic and Management Scienties DECISION TO BUY A SAMSUNG ANDROID SMARTPHONE AT. 5(3), 169–181.