WACHDIJONO ,YOSINI DELIANA,TRISNA INSAN NOOR,TUTI KARYANI
DOI: https://doi.org/This study investigated the sustainability of highland coffee shops by examining the influence of product quality (X) on business sustainability (Y3) through the mediating roles of store atmosphere (Y1) and consumer loyalty (Y2). Using Structural Equation Modeling and Bootstrapping, the research introduced a serial mediation model rarely applied in coffee agribusiness, particularly in highland settings. Data were collected from consumers of coffee shops in the highlands of Bandung, Indonesia. The results showed that product quality did not have a significant direct effect on sustainability (p = 0.052), but exerted a significant indirect effect through Y1 and Y2 (p = 0.002). Key indicators with the highest loading factors included coffee aroma (X2), internet facilities (Y1.5), and repeat purchases (Y2.1). These indicators formed a significant causal path: Product → Store Atmosphere → Consumer Loyalty → Sustainability. The study contributed theoretically by expanding experiential marketing and business sustainability literature with a fully mediated latent variable model. From a practical perspective, it recommended improving coffee aroma through selective cultivation, precise roasting, aroma profiling technologies (e.g., GC-MS, e-nose), and optimized brewing. It also encouraged enhancing digital infrastructure such as mesh Wi-Fi, satellite internet, and mobile networks to strengthen the digital store atmosphere and customer loyalty. In addition, strategic branding, employee training, and the integration of coffee tourism were proposed to support long-term sustainability. Overall, the study offered empirical insights and applicable strategies for sustaining highland coffee businesses in a competitive and dynamic market.
