Pengaruh Experiential Marketing, Emotional Value, dan Cost Value Terhadap Loyalitas Pelanggan Kopi Se-Indonesia Surabaya
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Published
Mar 29, 2026
Abstract
This study examines the effect of experiential marketing, emotional value, and cost value on customer loyalty at Kopi Se-Indonesia Surabaya. The study used a quantitative cross-sectional method, with data collected through an online survey distributed to 160 customers who had made at least two purchases within the past year. The relationships between variables were analyzed using the PLS-SEM method with SmartPLS 4. The results show that experiential marketing has a significant positive effect on both emotional value and cost value. This suggests that the experiences customers have at the coffee shop contribute to how they perceive the value they receive. In addition, emotional value and cost value were found to significantly influence customer loyalty. Customers who feel comfortable, enjoy the atmosphere, and perceive the price as reasonable compared to the benefits received tend to show stronger loyalty toward the brand. These results highlight the importance of creating a positive in-store experience, including a comfortable environment and good interaction between staff and customers. This research enriches the literature on experiential marketing, emotional value, and cost value in the coffee shop industry, particularly among young consumers. Practically, the findings suggest that coffee shop businesses should focus on maintaining consistent customer experiences while ensuring that price, product quality, and service remain aligned to encourage long-term customer loyalty.
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How to Cite
Susanto, P. S., Chandra, C. and Oktavio, A. (2026) “Pengaruh Experiential Marketing, Emotional Value, dan Cost Value Terhadap Loyalitas Pelanggan Kopi Se-Indonesia Surabaya”, Ranah Research : Journal of Multidisciplinary Research and Development, 8(2), pp. 1322-1335. doi: 10.38035/rrj.v8i2.2029.
References
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Cengiz, E., & Kirkbir, F. (2007). SECTION 3 General Issues in Management Customer Perceived Value: The Development of a Multiple Item Scale in Hospitals. In Problems and Perspectives in Management (Vol. 5).
Channa, N. A., Bhutto, M. H., Bhutto, M., Bhutto, N. A., & Tariq, B. (2022). Capturing customer’s store loyalty through relationship benefits: moderating effect of retail innovation. European Business Review, 34(1), 20–40. https://doi.org/10.1108/EBR-09-2019-0179
Cheema, S., & Javed, F. (2017). The effects of corporate social responsibility toward green human resource management: The mediating role of sustainable environment. Cogent Business & Management, 4(1), 1310012. https://doi.org/10.1080/23311975.2017.1310012
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y
Derakhshanfar, R., & Hasanzadeh, M. (2016). The impact of customer experience and satisfaction on loyalty and word of mouth advertising in a Samen credit institution of Rasht. International Journal of Humanities and Cultural Studies, 1(1), 1398–1406.
Gobe, M. (2010). Emotional branding: The new paradigm for connecting brands to people. Simon and Schuster.
Guerra-Tamez, C. R., Dávila-Aguirre, M. C., Barragán Codina, J. N., & Guerra Rodríguez, P. (2021). Analysis of the Elements of the Theory of Flow and Perceived Value and Their Influence in Craft Beer Consumer Loyalty. Journal of International Food & Agribusiness Marketing, 33(5), 487–517. https://doi.org/10.1080/08974438.2020.1823929
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Haryanti, N., & Baqi, D. A. (2019). Strategi Service Quality Sebagai Media Dalam Menciptakan Kepuasan Dan Loyalitas Pelanggan. Journal of Sharia Economics, 1(2), 101–128. https://doi.org/10.35896/jse.v1i2.72
Hidayat, F., Riono, B., Kristiana, A., Dewi, I., Pengaruh, M. ), Pelayanan, K., Produk, I., Pelanggan, K., Loyalitas, M., Pengaruh, P., Meningkatkan, U., Pelanggan, L., Riono, S. B., Mulyani, I. D., Manajemen, P. S., Ekonomi, F., & Bisnis, D. (2023). and Product Innovation on Customer Satisfaction to Increase Customer Loyalty. In JECMER: Journal of Economic, Management and Entrepreneurship Research (Vol. 1, Number 3).
Hossan, D., Dato’ Mansor, Z., & Jaharuddin, N. S. (2023). Research Population and Sampling in Quantitative Study. In International Journal of Business and Technopreneurship (Vol. 13, Number 3).
John W. Creswell, & J. David Creswell. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
Jureksi, J., Anisah, N., & Puspasari, R. (2024). Sistem Informasi Kuesioner Materi Pembelajaran SMP Swasta Generasi Bangsa Martubung Menggunakan Skala Likert Questionnaire Information System Learning Materials for Martubung Nation Generation Private Middle Schools Using a Likert Scale.
Karuniatama, I. H., Barata, D. D., & Suyoto, Y. T. (2020). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Ritel Di Indonesia. Widyakala: Journal of Pembangunan Jaya Univeristy, 7(1), 28. https://doi.org/10.36262/widyakala.v7i1.277
Kevin Reno Reynard Olii, & I Nyoman Nurcaya. (2016). Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Experiential Marketing Terhadap Pembelian Ulang Tiket Pesawat Pada PT Jasa Nusa Wisata Denpasar. E-Jurnal Manajemen Universitas Udayana, 5(8), 4835–4864.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kotler, P., & Kevin Lane Keller. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Mencarelli, R., & Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38, 12–21. https://doi.org/10.1016/j.jretconser.2017.04.008
Miranti, D., Soleh, A., & Febliansa, M. R. (2024). The Influence Of Experiential Marketing On E-Commerce User Satisfaction In Bengkulu City. Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA), 2, 1439–1448. https://doi.org/10.33369/bicemba.2.2024.24
Mitasari, R., & Kusumawidjaya, E. (2020). Pengaruh Gamifikasi Terhadap Loyalitas Pelanggan Jaringan Hotel Internasional di Surabaya. Fokus Bisnis : Media Pengkajian Manajemen Dan Akuntansi, 19(2), 144–153. https://doi.org/10.32639/fokusbisnis.v19i2.667
Muljani, N. (2021). Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan Dimediasi oleh Kepuasan Pelanggan (Studi pada Restoran Boncafe di Surabaya) (Ninuk Muljani) The Effect Of Experiential Marketing On Customer Loyalty Mediated By Customer Satisfaction (Study On Boncafe Restaurant In Surabaya) (Vol. 9, Number 2). http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/index
Nordiawan, D. , & H. A. (2010). Akuntansi Sektor Publik Edisi 2 Jakarta: Salemba Empat.
Nurjanah, P. , & J. J. (2020). Experiential Marketing dan Switching Barriers Terhadap Customer Retention dan Loyalitas Pelanggan. Jurnal Riset Bisnis Dan Manajemen, 13(2), 76–83. https://doi.org/10.23969/jrbm.v13i2.3850
Ozili, P. K. (2023). The Acceptable R-Square in Empirical Modelling for Social Science Research (pp. 134–143). https://doi.org/10.4018/978-1-6684-6859-3.ch009
Padungyos, N., Nuangjamnong, C., & Dowpiset, K. (2020). Effects of Service Quality that Leads to Word of Mouth (WOM) A Case Study of Coffee Shop in Bangkok, Thailand. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3787560
Peden, J. F. , H. (2011). A genome-wide association study in Europeans and South Asians identifies five new loci for coronary artery disease. Nature Genetics, 43(4), 339–344. https://doi.org/10.1038/ng.782
Puteri, S., & Al-Sakinah, S. E. (2020). Analisis Pengaruh Sense, Feel, Think, Act, dan Relate Terhadap Loyalitas Pengunjung ( Studi Pada Objek Wisata Taman Bunga Selecta Kota Batu ). 7(2).
Rahmayanti, P. L. D., & Ekawati, N. W. (2021). Pengaruh Kualitas Layanan Dan Promosi Penjualan Terhadap Kepuasan Dan Loyalitas Pelanggan Menggunakan Online Food Delivery Service Di Bali. Jurnal Manajemen Dan Bisnis Equilibrium, 7(2), 125–138. https://doi.org/10.47329/jurnal_mbe.v7i2.714
Ramadhan, T. S., & Wahyuningtiyas, N. (2021). Dimensi Experiential Marketing Terhadap Visitor Satisfaction Pada Wisata Malang Night Paradise. Jurnal Ecogen, 4(4), 551. https://doi.org/10.24036/jmpe.v4i4.12353
Ronasih, M. Y., Widhiastuti, H., Psikologi, M., Semarang, U., Soekarno Hatta, J., Kulon, T., Pedurungan, K., Tengah, J., Abd, M., & Bunyamin, H. (2021). Kualitas Pelayanan, Faktor Emosional dan Persepsi Harga Terhadap Loyalitas Konsumen Melalui Kepuasan KonsumenK. In Philanthropy Journal of Psychology (Vol. 5). Online. http://journals.usm.ac.id/index.php/philanthropy
Rondan-Cataluña, F. J., & Rosa-Diaz, I. M. (2014). Segmenting hotel clients by pricing variables and value for money. Current Issues in Tourism, 17(1), 60–71. https://doi.org/10.1080/13683500.2012.718322
Saputra, R. H., Mariam, S., & Ramli, A. H. (2024). The Effect Of Service Quality And Customer Satisfaction On Customer Loyalty In Coffee Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1697–1714. https://doi.org/10.37641/jimkes.v12i5.2824
Sarstedt, M., Ringle, C. M., Cheah, J.-H., Ting, H., Moisescu, O. I., & Radomir, L. (2020). Structural model robustness checks in PLS-SEM. Tourism Economics, 26(4), 531–554. https://doi.org/10.1177/1354816618823921
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Shao, J., Zhang, T., Wang, H., & Tian, Y. (2022). Corporate Social Responsibility and Consumer Emotional Marketing in Big Data Era: A Mini Literature Review. In Frontiers in Psychology (Vol. 13). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2022.919601
Sudrajat, A. P., Wiranta, D., Wulandari, R., Tinggi, S., Ekonomi, I., & Sukabumi, P. (2020). Store Atmosphere dan Experiential Marketing dalam Meningkatkan Loyalitas Pelanggan pada Bumi Kopi Sukabumi (Studi Kasus Pada pada Era Pandemi Covid19). In Jurnal Ekonomak (Vol. 6, Number 3).
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale.
Wang, C., Teo, T. S. H., & Liu, L. (2020). Perceived value and continuance intention in mobile government service in China. Telematics and Informatics, 48, 101348. https://doi.org/10.1016/j.tele.2020.101348
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363
Cachero-Martínez, S., & Vázquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: The mediating role of emotions. Journal of Retailing and Consumer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102481
Cengiz, E., & Kirkbir, F. (2007). SECTION 3 General Issues in Management Customer Perceived Value: The Development of a Multiple Item Scale in Hospitals. In Problems and Perspectives in Management (Vol. 5).
Channa, N. A., Bhutto, M. H., Bhutto, M., Bhutto, N. A., & Tariq, B. (2022). Capturing customer’s store loyalty through relationship benefits: moderating effect of retail innovation. European Business Review, 34(1), 20–40. https://doi.org/10.1108/EBR-09-2019-0179
Cheema, S., & Javed, F. (2017). The effects of corporate social responsibility toward green human resource management: The mediating role of sustainable environment. Cogent Business & Management, 4(1), 1310012. https://doi.org/10.1080/23311975.2017.1310012
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y
Derakhshanfar, R., & Hasanzadeh, M. (2016). The impact of customer experience and satisfaction on loyalty and word of mouth advertising in a Samen credit institution of Rasht. International Journal of Humanities and Cultural Studies, 1(1), 1398–1406.
Gobe, M. (2010). Emotional branding: The new paradigm for connecting brands to people. Simon and Schuster.
Guerra-Tamez, C. R., Dávila-Aguirre, M. C., Barragán Codina, J. N., & Guerra Rodríguez, P. (2021). Analysis of the Elements of the Theory of Flow and Perceived Value and Their Influence in Craft Beer Consumer Loyalty. Journal of International Food & Agribusiness Marketing, 33(5), 487–517. https://doi.org/10.1080/08974438.2020.1823929
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Haryanti, N., & Baqi, D. A. (2019). Strategi Service Quality Sebagai Media Dalam Menciptakan Kepuasan Dan Loyalitas Pelanggan. Journal of Sharia Economics, 1(2), 101–128. https://doi.org/10.35896/jse.v1i2.72
Hidayat, F., Riono, B., Kristiana, A., Dewi, I., Pengaruh, M. ), Pelayanan, K., Produk, I., Pelanggan, K., Loyalitas, M., Pengaruh, P., Meningkatkan, U., Pelanggan, L., Riono, S. B., Mulyani, I. D., Manajemen, P. S., Ekonomi, F., & Bisnis, D. (2023). and Product Innovation on Customer Satisfaction to Increase Customer Loyalty. In JECMER: Journal of Economic, Management and Entrepreneurship Research (Vol. 1, Number 3).
Hossan, D., Dato’ Mansor, Z., & Jaharuddin, N. S. (2023). Research Population and Sampling in Quantitative Study. In International Journal of Business and Technopreneurship (Vol. 13, Number 3).
John W. Creswell, & J. David Creswell. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
Jureksi, J., Anisah, N., & Puspasari, R. (2024). Sistem Informasi Kuesioner Materi Pembelajaran SMP Swasta Generasi Bangsa Martubung Menggunakan Skala Likert Questionnaire Information System Learning Materials for Martubung Nation Generation Private Middle Schools Using a Likert Scale.
Karuniatama, I. H., Barata, D. D., & Suyoto, Y. T. (2020). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Ritel Di Indonesia. Widyakala: Journal of Pembangunan Jaya Univeristy, 7(1), 28. https://doi.org/10.36262/widyakala.v7i1.277
Kevin Reno Reynard Olii, & I Nyoman Nurcaya. (2016). Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Experiential Marketing Terhadap Pembelian Ulang Tiket Pesawat Pada PT Jasa Nusa Wisata Denpasar. E-Jurnal Manajemen Universitas Udayana, 5(8), 4835–4864.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kotler, P., & Kevin Lane Keller. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Mencarelli, R., & Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38, 12–21. https://doi.org/10.1016/j.jretconser.2017.04.008
Miranti, D., Soleh, A., & Febliansa, M. R. (2024). The Influence Of Experiential Marketing On E-Commerce User Satisfaction In Bengkulu City. Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA), 2, 1439–1448. https://doi.org/10.33369/bicemba.2.2024.24
Mitasari, R., & Kusumawidjaya, E. (2020). Pengaruh Gamifikasi Terhadap Loyalitas Pelanggan Jaringan Hotel Internasional di Surabaya. Fokus Bisnis : Media Pengkajian Manajemen Dan Akuntansi, 19(2), 144–153. https://doi.org/10.32639/fokusbisnis.v19i2.667
Muljani, N. (2021). Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan Dimediasi oleh Kepuasan Pelanggan (Studi pada Restoran Boncafe di Surabaya) (Ninuk Muljani) The Effect Of Experiential Marketing On Customer Loyalty Mediated By Customer Satisfaction (Study On Boncafe Restaurant In Surabaya) (Vol. 9, Number 2). http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/index
Nordiawan, D. , & H. A. (2010). Akuntansi Sektor Publik Edisi 2 Jakarta: Salemba Empat.
Nurjanah, P. , & J. J. (2020). Experiential Marketing dan Switching Barriers Terhadap Customer Retention dan Loyalitas Pelanggan. Jurnal Riset Bisnis Dan Manajemen, 13(2), 76–83. https://doi.org/10.23969/jrbm.v13i2.3850
Ozili, P. K. (2023). The Acceptable R-Square in Empirical Modelling for Social Science Research (pp. 134–143). https://doi.org/10.4018/978-1-6684-6859-3.ch009
Padungyos, N., Nuangjamnong, C., & Dowpiset, K. (2020). Effects of Service Quality that Leads to Word of Mouth (WOM) A Case Study of Coffee Shop in Bangkok, Thailand. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3787560
Peden, J. F. , H. (2011). A genome-wide association study in Europeans and South Asians identifies five new loci for coronary artery disease. Nature Genetics, 43(4), 339–344. https://doi.org/10.1038/ng.782
Puteri, S., & Al-Sakinah, S. E. (2020). Analisis Pengaruh Sense, Feel, Think, Act, dan Relate Terhadap Loyalitas Pengunjung ( Studi Pada Objek Wisata Taman Bunga Selecta Kota Batu ). 7(2).
Rahmayanti, P. L. D., & Ekawati, N. W. (2021). Pengaruh Kualitas Layanan Dan Promosi Penjualan Terhadap Kepuasan Dan Loyalitas Pelanggan Menggunakan Online Food Delivery Service Di Bali. Jurnal Manajemen Dan Bisnis Equilibrium, 7(2), 125–138. https://doi.org/10.47329/jurnal_mbe.v7i2.714
Ramadhan, T. S., & Wahyuningtiyas, N. (2021). Dimensi Experiential Marketing Terhadap Visitor Satisfaction Pada Wisata Malang Night Paradise. Jurnal Ecogen, 4(4), 551. https://doi.org/10.24036/jmpe.v4i4.12353
Ronasih, M. Y., Widhiastuti, H., Psikologi, M., Semarang, U., Soekarno Hatta, J., Kulon, T., Pedurungan, K., Tengah, J., Abd, M., & Bunyamin, H. (2021). Kualitas Pelayanan, Faktor Emosional dan Persepsi Harga Terhadap Loyalitas Konsumen Melalui Kepuasan KonsumenK. In Philanthropy Journal of Psychology (Vol. 5). Online. http://journals.usm.ac.id/index.php/philanthropy
Rondan-Cataluña, F. J., & Rosa-Diaz, I. M. (2014). Segmenting hotel clients by pricing variables and value for money. Current Issues in Tourism, 17(1), 60–71. https://doi.org/10.1080/13683500.2012.718322
Saputra, R. H., Mariam, S., & Ramli, A. H. (2024). The Effect Of Service Quality And Customer Satisfaction On Customer Loyalty In Coffee Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1697–1714. https://doi.org/10.37641/jimkes.v12i5.2824
Sarstedt, M., Ringle, C. M., Cheah, J.-H., Ting, H., Moisescu, O. I., & Radomir, L. (2020). Structural model robustness checks in PLS-SEM. Tourism Economics, 26(4), 531–554. https://doi.org/10.1177/1354816618823921
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Shao, J., Zhang, T., Wang, H., & Tian, Y. (2022). Corporate Social Responsibility and Consumer Emotional Marketing in Big Data Era: A Mini Literature Review. In Frontiers in Psychology (Vol. 13). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2022.919601
Sudrajat, A. P., Wiranta, D., Wulandari, R., Tinggi, S., Ekonomi, I., & Sukabumi, P. (2020). Store Atmosphere dan Experiential Marketing dalam Meningkatkan Loyalitas Pelanggan pada Bumi Kopi Sukabumi (Studi Kasus Pada pada Era Pandemi Covid19). In Jurnal Ekonomak (Vol. 6, Number 3).
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale.
Wang, C., Teo, T. S. H., & Liu, L. (2020). Perceived value and continuance intention in mobile government service in China. Telematics and Informatics, 48, 101348. https://doi.org/10.1016/j.tele.2020.101348
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363