Jurnal Usaha Kecil dan Menengah

Price, Product Quality, and Service Quality on Customer Satisfaction at SME Food Stall

2026-06-15T07:33:46+00:00

Purpose: This study examines the effects of price, product quality, and service quality on customer satisfaction at Warung Mie Par-Par Kampung, an SME noodle stall in Rantauprapat, North Sumatra, Indonesia.

Methodology: A quantitative survey of 75 purposively selected customers was conducted using a five-point Likert questionnaire. Data were analyzed through multiple linear regression in SPSS 20 following validity, reliability, and classical assumption tests.

Results: All instruments were valid and reliable. Price, product quality, and service quality significantly influenced customer satisfaction, with product quality as the strongest predictor. The model explained 49.9% of the variance in customer satisfaction (R² = 0.499.

Conclusions: Price, product quality, and service quality significantly enhance customer satisfaction, with product quality being the most influential factor.

Limitations: The study was limited to a single SME and a crosssectional design. Other potential determinants of customer satisfaction were not examined.

Contribution: The findings provide practical guidance for SME food businesses and contribute empirical evidence on customer satisfaction determinants in Indonesia’s micro-enterprise food sector. They also offer a foundation for future research on additional factors affecting customer satisfaction.

Effect of Viral Marketing, Store Atmosphere, and Location on Purchase Decisions at Loske Coffee Surakarta

2026-07-01T01:32:28+00:00

Purpose: This study investigates the partial and simultaneous effects of viral marketing (X1), store atmosphere (X2), and location (X3) on consumer purchase decisions (Y) at Loske Coffee Service, Surakarta, Indonesia, in response to increasing competition in the coffee shop industry.

Methodology: A quantitative survey design was used with purposive sampling of 100 consumers who had purchased at least once. Data were collected using structured questionnaires and analysed using IBM SPSS. Analytical procedures included validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), and multiple
linear regression (t-test and F-test).

Results: All indicators were valid and reliable (Cronbach’s Alpha: 0.602–0.774). Regression analysis produced Y = 10.824 + 0.410X1 + 0.243X2 + 0.019X3. Viral marketing significantly influences purchase decisions (t = 3.505, p =.001), as does store atmosphere (t = 2.348, p = .021), while location is not significant (t = 0.124, p = .901). The model is jointly significant (F = 7.502, p < .001) with Adjusted R² =0.165.

Conclusions: Viral marketing is the strongest determinant of purchase decisions, followed by store atmosphere, while location is not significant, reflecting the growing role of digital and experiential factors in urban coffee consumption.

Limitations: The sample is limited to 100 respondents in Surakarta, and the model explains only 16.5% of variance, indicating omitted variables such as price, service quality, and brand image.

Contributions: This study contributes to F&B marketing literature by highlighting the dominance of digital viral marketing and store atmosphere in shaping consumer purchase behaviour in urban coffee shop contexts.

Innovation, Brand Image, Green Product Awareness, and Trust Effects on Electric Vehicle Purchase Intention

2026-07-08T02:08:42+00:00

Purpose: This study examines the influence of innovation, brand image, and green product awareness on consumer trust and purchase interest in electric vehicles, and tests trust as an intervening variable linking these marketing factors to purchase
interest.

Methodology: A quantitative causal research design was applied to 135 electric vehicle users in Surabaya, Indonesia, selected through a total sampling technique. Data were collected via an online
structured questionnaire and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) in SmartPLS.

Results: Innovation and green product awareness significantly and positively affect both trust and purchase interest, whereas brand image does not significantly affect trust but does significantly
affect purchase interest directly. Trust significantly and positively affects purchase interest. Mediation analysis shows that innovation and brand image do not significantly influence purchase interest through trust, whereas green product awareness significantly influences purchase interest through trust.

Conclusions: Green product awareness is the strongest and most consistent driver of both trust and purchase interest, operating through both direct and trust-mediated pathways, while innovation and brand image influence purchase interest primarily through direct rather than trust-mediated channels.

Limitations: The single-city, cross-sectional design and reliance on self-reported survey data limit causal inference and generalizability beyond the Surabaya electric-vehicle market.

Contributions: The study extends green-marketing and technology-adoption theory by jointly modeling innovation, brand image, and green awareness with trust as a parallel mediator, offering practical guidance for electric-vehicle manufacturers and policymakers seeking to accelerate consumer adoption in emerging automotive markets.

Work Environment and Discipline on Employee Performance via Motivation and Satisfaction

2026-07-08T02:10:22+00:00

Purpose: This study investigates the influence of the work environment and work discipline on employee performance at the East Java Customs and Excise Regional Office 1, examining work motivation and job satisfaction as intervening variables.

Methodology: A quantitative, causal research design was employed. Data were collected via structured questionnaires from all 68 employees of the office using a total sampling technique, and hypotheses were tested using Structural Equation Modeling with
Partial Least Squares (SEM-PLS) through SmartPLS.

Results: The work environment and work discipline each exert a significant positive effect on work motivation and job satisfaction. However, neither variable directly and significantly affects employee performance. Motivation does not significantly influence performance, whereas job satisfaction does so positively and significantly. Mediation analysis shows that motivation does not significantly mediate the relationship between the two independent variables and performance, while job satisfaction significantly mediates the effect of the work environment on performance but not the effect of work discipline on performance.

Conclusions: Job satisfaction, rather than motivation, is the more consequential psychological mechanism linking organizational conditions to performance in this public-sector setting.

Limitations: The cross-sectional single-institution design and modest sample size constrain causal inference and generalizability.

Contributions: The study extends motivation-satisfactionperformance theory to an Indonesian customs administration context, offering practical guidance for public human-resource management and refining the boundary conditions under which motivation mediates performance outcomes in bureaucratic organizations.

Human Resource Management and Work Environment: Effects on Employee Performance via Job Satisfaction

2026-07-08T02:13:23+00:00

Purpose: This study examines the influence of human resource management and the work environment on employee performance, and tests whether job satisfaction mediates these relationships, at the Development Planning, Research, and Development Agency of Mojokerto City.

Methodology: A quantitative, cross-sectional, census design was used, surveying all 65 employees of the agency and analyzing the data with Partial Least Squares Structural Equation Modeling to test seven hypothesized direct and indirect paths.

Results: The work environment had a positive and significant effect on both performance (p=0.006) and job satisfaction (p=0.000), whereas human resource management had a positive but non-significant effect on performance (p=0.007) and satisfaction (p=0.060). Job satisfaction had a positive but non-significant
effect on performance (p=0.148), and the exploratory paths for work culture and motivation through work discipline were likewise positive but non-significant.

Conclusions: The work environment is the strongest and most consistent driver of both performance and satisfaction in this agency, while human resource management and job satisfaction alone are insufficient to significantly elevate performance without complementary organizational support.

Limitations: The census design within one local government agency, the modest sample of 65 respondents, and the crosssectional data limit generalizability and causal strength.

Contributions: The study offers localized, Partial Least Squares Structural Equation Modeling (PLS-SEM)-based evidence on Human Resource Management (HRM) performance satisfaction linkages within an Indonesian regional planning agency, informing
more targeted workforce policy in similar public sector settings.