The Effect of Marketing Strategy Variables on Consumer Attraction: A PLS-SEM Study of Cafe Kiyo Bandar Lampung

Abstract

Purpose: The rapid growth of the café industry in Bandar Lampung has increased competition among food and beverage businesses, requiring operators to optimize marketing mix strategies to attract consumers. This study examines the effects of price, product, and promotion on consumer attraction at Cafe Kiyo Bandar Lampung.

Methodology: A quantitative approach using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 3 was applied. Data were collected from 32 consumers through structured questionnaires. Validity and reliability were assessed using outer loadings (≥ 0.60), Cronbach’s Alpha, and composite reliability. Hypotheses were tested using bootstrapping with p < 0.05.

Results: One indicator (T3) was removed due to low loading. Price significantly affects consumer attraction (β=0.444; t=2.384; p=.017), while product (β=0.160; p=.418) and promotion (β=0.225; p=.120) show positive but non-significant effects.

Conclusions: Price is the only significant determinant of consumer attraction at Cafe Kiyo, indicating that price perception is the primary driver of consumer behavior, while product and promotion play supporting but non-significant roles.

Limitations: The small sample size (n=32), single location focus, convenience sampling, and cross-sectional design limit generalizability and causal interpretation.

Contributions: This study provides empirical evidence using PLS-SEM on marketing mix effects in a café setting, highlighting price as the dominant factor and offering practical implications for small café marketing strategies in Indonesia.