Coffee is one of the most popular hot drinks in the world. Coffee consumption continues to grow globally. Coffee shops have been booming in recent years and have become a new trend in Indonesia. However, doing business in a coffee shop has an obstacle. Still, it has considerable competition, so analyzing the market and understanding the need to achieve maximum profit is necessary. In the marketing context, business owner utilizes word-of-mouth (WOM) as one of the marketing tools for cultivating trust. Therefore, this study explores the essence of experience as the factor that influences the creation of PWOM in millennial consumers, predominantly male, where this generation is the primary consumer and actor in the development trend of coffee shops in Indonesia. This study uses a qualitative method with a phenomenological approach, and the data will be analyzed using Nvivo. Four factors were found in encouraging consumers to do PWOM: food quality, perceived value, personal interaction quality, and physical environment quality.
The consumption of coffee, one of the most popular hot drinks in the world, is continually increasing. As one of the world’s most popular beverages [1], coffee consumption continues to grow globally, from 147 million 60-kg bags in 2012/2013 to 166.6 million in 2020/2021 [2]. In recent years, the coffee shop has been booming and become a new trend in Indonesia, where there have been four waves of development in the coffee shop industry. 2016 was the last wave marked by the large coffee shop market with a significant increase, especially in reaching the younger generation market (generation Y and Z) [3]. Indeed, given its unique taste and smell, coffee is an intrinsic part of many individuals’ routines, contributing to keeping social life animated and alive and to special moments [4].
Doing business in a coffee shop has minimum obstacles. However, it has considerable competition, so it is necessary to analyze the market and understand the need to achieve maximum profit [5]. In the marketing context, today’s business owner has reduced ads-marketing and significantly utilizes word-of-mouth (WOM) as one of the marketing tools for cultivating trust [6]. Thus, creating value as a competitive advantage is an important factor in forming brand top-of-mind and producing post behavior through WOM as a result of the perceived value of consumers-brand interaction process.
According to Harrison-walker, [7], word-of-mouth (WOM) is the communication of person-to-person--- sender to receiver, conducted through the informal situation to deliver value perception of a product, service, brand, or organization. By spreading positive word of mouth (PWOM) by consumers to the people in their surroundings, a business could quickly expand its market share by improving brand awareness to become a promotional activity for products/services without the need to pay [8-9]. Some studies about PWOM are conducted in several scopes, such as airways [10], museums [11], and energy-efficient product [12]. Previous research has analyzed the general factors that affect PWOM, but the essential aspects, specifically how PWOM is formed in consumers' minds, still need to be improved and need further investigation [10,13-14]. So that, the increasing trend of coffee shops in Indonesia prompted researchers to analyze how the essence of experience drives the stimulus factor in influencing the creation of PWOM in consumers. Therefore, this study explores the essence of experience as the factor that influences the creation of PWOM in millennial consumers, predominantly male, where this generation is the primary consumer and actor in the development trend of coffee shops in Indonesia.
Literature Review
Word-of-Mouth (WOM): Word of mouth (WOM) initially is a casual communication between people who have consumed goods or services with their own perceived evaluation, and people who are interested to experience those goods or services. It is now the most vital communication strategy to promote product and brands [15]. WOM refers to sharing opinion from one consumer to another, and the conclusive stage in the consumer decision that convinces people to use the products or services and enter deep into the target audience, delivering reliable messages that are proven to change behaviors and attitudes, in offices, homes, schools, on blogs and social networking sites, weherever consumers naturally talk [16]. Word of mouth is straight forward communication of two non-commercial people who talks about any business without putting any favour for it. It also commonly viewed as more reliable than advertisements and any other mode of communication. WOM also has the most positive impact on customer’s perceived image rather than three others including professional advice, advertisements, and book/movies/ news. Research indicated that 76 percent of all purchase decisions are impacted by WOM [17].
This study uses a qualitative method with a phenomenological approach. According to Creswell [18], the phenomenological approach is a way of understanding the general meaning of a person's life experience to the phenomenon and producing a universal essence. Meanwhile, data collection techniques will be carried out through unstructured interviews and observations. Data collection will be conducted on participants with specific criteria: 1 male with an age range of 22-30 years, 2 coffee shop enthusiasts with a minimum visit period of 7 times a week, and 3 up to date at the newest coffee shop. Researchers divided the data collection process into three phases: prospective, active, and reflective, according to a previous study about the consumer journey approach [19]. The development of the data collection process is intended to classify the topics in the data collection method. The data collection process began on October 4, 2020, and on November 19, 2020, when the first participant confirmed their willingness to interview in this study.
The first phase of data collection is called prospective, which is the initial stage by extracting information from informants by unstructured interviews. This stage was carried out through two media, direct face-to-face and online face-to-face (using Zoom meeting). The researcher understands the recommendations given by the government to continue the social distancing program and avoid crowds. Thus, interview process through the Zoom meeting is carried out as the best option to follow the protocol for preventing the spread of Covid-19. There were five respondents whom the researchers took as subjects in collecting research data. The interview activity is carried out by asking the respondent's profile, which coffee shop will be recommended for relaxing and gathering with friends, and asking what factors are in the coffee shop to become the top-of-mind factors to be recommended. Interviews were recorded with the consent of respondents through voice recording on Zoom and smartphones for 20 minutes. The second is the active phase, carried out by collecting data through participant observation. This data collection is done by looking at how activities in the coffee shop environment, especially in observing consumers when interacting with the coffee shop's features or facilities. Furthermore, observations were made on coffee shop employees in treating the environment and consumers. Besides, at the time of observation, researchers acted directly as customers and felt firsthand the store service's stimulus and its environment. The observation activity was carried out for three hours. During the observation, the researcher made notes and then described them through a transcript. The last data collection is a reflective phase. The data in this phase were collected simultaneously as perspective data collection the researcher divided the topic into two stages. As a note, the shift between perspective issues and reflective is not informed to participants but runs naturally based on the conversation. The interview topic took place by asking the respondent's feelings after leaving the coffee shop and how the respondent behaved after visiting and enjoying the products offered by the coffee shop. Interview results were processed by converting into transcript using Microsoft Word.
For the data analysis. According to Yükse and Yildirim [20] dan Creswell [18]. In a study using the phenomenology approach, there are three primary stages in the data analysis process:
Phenomenological reduction, consists of: horizontalizing, listing all relevant expressions, and then reducing experiences to the invariant constituents. Furthermore, the data is carried out thematic clustering to create core themes and perform a comparison process of multiple data sources to validate the invariant constituents. The last is constructing of individual textural descriptions of participants
Imagination variation was performed using constructs of individual structural descriptions and construction of composite structural descriptions
Is essence by synthesizing the texture and structure into an expression. The data analysis process will be assisted by the Nvivo application
This study used a theoretical-based analysis where the core themes related to PWOM had been identified in previous studies. (Figure 1) depicts the word-of-mouth framework adopted from Jalilvand et al. [21].
Figure 1: Conceptual Framework of Positive WOM
Phenomenological Reduction
According to Creswell [18], horizontalization highlights meaningful sentences or statements, which are the critical words for a person's experience of the research phenomenon. The researcher should look at all data at the same level of assessment and ignore any irrelevant statements. In this study, researchers highlighted interview sentences, which were the key to how participants felt an experience and carried out PWOM activities.
The use of the transcendental reduction process can provide a deep understanding of an experience and reveal the role structures that play in it [22] . Furthermore, Husserl in Eddles-Hirsch [22] demonstrated that the reduction process at this stage was the researcher delaying subjectivity in reflecting on the value of the experience that occurred. This step is referred to as 'burcketing' in which the process of delaying prejudice is carried out to analyze real experiences/events. Thus, the researcher puts aside personal experiences as coffee shop customers at the recommended coffee shop. It is to allows the information evidence collected from the participants to move naturally in revealing the phenomenon under study. After no problem at this stage, the data analysis process continues at the 'cluster meaning' stage, which is grouping important statements into a core theme and comparing the cluster analysis results from one data to another. After the process is complete, the final step in this session done with textural analysis.
The textural analysis describes participants' experiences statement based on themes provided by the previous research. At this textural analysis, the researcher finds out how the stimulus of coffee shop influence male-millennials consumer experience, either directly or indirectly. Where this interaction forms the five factors such as: food quality, perceived value, personal interaction quality and physical environment quality.
Food Quality
Quality has a prominent influence on company profitability. For food productsm intrinsic quality cues include appearance, color, shape, and structure which cannot be modified without modyfing the physicial properties of a product. However, extrinsic cues are not a part of the physical composition of a product, including price, brand name, store name, country of origin, nutritional, and production information [9]. Furthermore, Namkung and Jang argue that indicators of food quality include freshness, healthiness, tastiness, and food presentation. The lifestyle shifts are changing how consumers expect a new experience from dining outside. By offering a quality of food, it will produce a consumer' dining experience. Food quality is an essential for male-millennials consumers regarding what coffee shops provide, both in terms of food variety and taste. Participants argued that two essential food quality indicators were a variety of menu items and tasty food.
Variety of Menu Items
According to Jalilvand et al. [21], a product variation is several items or menu differences offered. Variation is an essential stimulation factor that influence increasing consumer reactions while in the coffee shop. The interviewees mentioned the importance of taste and varied menu as essential feature and it add to their experience in presenting positive emotions.
Tasty Food
The taste of the coffee shop's products is an important indicator of getting satisfaction and doing word-of-mouth to influence people to come to the recommended coffee shop. Based on Table 1, participants placed the best coffee taste as first choose than the other thing provides in a coffee shop. It was because food and drinks that have good quality will encourage consumers to behave and contribute to the occurrence of PWOM [23].
Table 1: Indicator and Statements of Food Quality
| Indicator | Statements |
| Variety of menu items | “karena disini menunya juga lengkap” (Participant 1) |
| “…banyak sih coffee nya..”(participant 2) | |
| “Jadi gak cuman ada coffee ada minuman lain juga. Selain itu disana juga ada roti sama croissant nya” (Participant 3) | |
| Tasty Food | “Bahkan kan gini sahabat saya punya coffee shop gitu, tapi saya tidak memilih kesana padahal saya kenal sama dia tapi karena saya pengen kayak, ya saya pengen cobain kopi yang enak dan bisa duduk santai dan saya dimanjakan sama rasanya, gitu” (Participant 1) |
| “bener-bener paling enak kopinya ya di X (nama coffee shop yang direkomendasikan)” (participant 4) |
Perceived Value
Perceived value is based on experiences of various types of services and these experiences, affect the perceptions of customer feeling at present and in the future. In addition, perceived value is in line with the benefits obtained from the sacrifices given. The results of the interview stated that the perceived of comfortable, price worthiness and product value offered by the coffee shop had an impact on their perceived value.
Percevied of Comfortable
Participants mentioned Table 2 that the perception of a coffee shop's convenience is an important indicator of how the value of a coffee shop is built. The average participant places comfort while in the coffee shop as an essential value after product quality.
Table 2: Indicator and Statements of Perceived Value
| Indicator | Statements |
| Perceived of Comfortable | “Alasanya si pertama emang tempatnya nyaman…” (participant 3) |
| “Kalo misalkan kita habis stress kerja atau apa kita ngopi disini (coffee shop yang direkomendasikan) gitu ya itu bisa bikin kita tenang karena apa, suasananya ijo-ijo lah jadi tenang kan yang bikin kita lebih santai, rileks, sebelum kita mulai lagi aktivitas besok minimal kita bisa rehat dulu disini satu atau dua jam sebelum kita mulai aktivitas Kembali” (participant 2). | |
| “Kalo gua orangnya yang senang nya tuh di coffee shop yang sepi, santai kayak gitu meskipun banyak orang tapi orang-orangnya tuh disana emang lebih bawaannya buat nyantai gitu bukan buat kaya gimana-gimana” (participant 4). | |
| “Emang tempatnya cozy dan pemandangannya bagus ya. Cocok lah untuk kita ngopi atau nyantai-nyantai sore apalagi sore ke malem biasanya”. (participant 5) | |
| Price worthiness | “harga worth it” (participant 5) |
| “…. kalo disana gak terlalu berisik gak kaya di coffee shop lain kalo rame rame sekalian, kalo ini sih mungkin terseleksi juga kali yah harganya emang middle high jadi emang orang-orang tu disana bukan buat heboh tapi menikmati suasananya, nikmatun coffee nya”. (participant 3). | |
| Product value | dia paling ngerti banget kopi bahkan coffee shop di Bandung juga kopinya tuh beberapa ada yang ke X (nama coffee shop yang direkomendasikan). (participant 3) |
Price Worthiness
Participant 3 mentioned that the value created by a coffee shop is influenced by the price they charge. Thus, the determination of prices on a certain scale has automatically categorized consumers in specific target markets. A coffee shop that provides a slightly higher price than others; will encourage middle-high consumers to come. So, the participant perceives that positioning value based on price targeted is one of valuable experience, because them perceive an added value will build when the coffee shop specified their customers.
Product Value
In this section, participants mentioned that the coffee shop's knowledge of coffee and its position compared to others is an irreplaceable value in itself. In this case, the coffee shop recommended by Participant 4 is a coffee shop that has knowledge of coffee and becomes a reference for other coffee shops in Bandung.
Personal Interaction Quality
The most important thing about the relationship in marketing is the interpersonal interaction between buyers and sellers, which will give a positive output to the formation of customer behavior. Male-millennials consumers who come to the coffee shop already have considerable knowledge regarding coffee products usually ordered elsewhere. As coffee shops have different variants, the staff's knowledge of products and communication skills in conveying messages are important in creating interactions. Moreover, quick response is an indicator of a quality relationship. Table 3 show the participant’ key statements of personal interaction with staff as one of criteria their satisfy to coffee shop and conduct PWOM to others.
Table 3: Indicator and Statements of Personal Interaction Quality
| Indicator | Statements |
| Employee Respond quickly | Pas gue dateng ga pernah ada bekas kopi yang masih di tinggalin di meja gitu, jadi kayanya pas begitu customer cabut si pelayannya langsung bersihin gitu karena tiap gue dateng kesitu bersih (participant 4) |
| “kan di setiap coffee shop tuh punya standar masing-masing nah kita tuh harus nanya kan biasanya ngak harus sih cuman gue pengen nanya ‘ini kira-kira yang rekomendasi disini apa gitu, nah itu tuh kalo di X (coffee shop rekomendasi) dia bisa jelasin tuh” (participant 4) | |
| Social media interaction | “sekarang kalo nyari sesuatu langsung liat IG (Instagram), terus browsing oh ternyata Namanya X (coffee shop rekomendasi) liat menunya, tempatnya, jam bukanya sampai kapan gitu dari internet.” (participant 3) |
| “mereka juga media sosialnya oke lah bisa dikelola nya bagus itu yang bikin kita menarik eh ada apa nih, ada apaan nih di konten-konten selanjutnya” (participant 3) |
Employees Respond Quickly
Participants consider that the staff's quick response is critical, especially regarding product knowledge and good communication in conveying consumers' information. This case has been confirmed through data collection in the active phase conducted by researchers through observation participants in the coffee shop 4. The store staff gave a good impression during the process of forming the researcher's experience. Some examples are asking for coffee and explaining a little about the product and offering a member card. The researcher also observed an outside coffee connoisseur (I predict the visitor came from Europe) asking for some coffee and the drilling process. The staff serves well, and consumers give a happy face.
Social Media Interaction
Currently, interaction on social media business is one of the media in communicating with consumers. According to participant 3, content in the form of information about products and information related to coffee shop activities is one indicator of their satisfaction and influencing behavior to provide good value from the interactions they get, even though it is one-way.
Physical Environment Quality
The physical environment in a coffee shop can never be separated from a marketing strategy by creating supporting facilities for consumers. It is essential how consumers' experience shapes their behavior towards the coffee shop they visit. Many measuring tools are used in building physical environment quality in a coffee shop. These measuring instruments range from facilities quality, interior visual attractive and atmosphere [24-25].
Facilities Quality
Participants revealed that Table 4 the facilities provided by a coffee shop, such as a prayer room, Wi-Fi, a large parking area, and other supporting facilities, are important factors in building the quality of the physical environment of a coffee shop.
Table 4: indicator and statements of physical environment quality
| Indicator | Statements |
| Facilities quality | “Fasilitas cukup lengkap ya. Kaya mushala ada, wifi cukup kenceng yang membuat konsumen nyaman dan berlama-lama yak arena fasilitasnya mumpuni” (participant 5) |
| “Parkiran cukup luas bisa menampung 6 mobil dan motor mungkin bisa sampe 10” (participant 4). “Area parkir cukup luas” (participant 5); “Tempat parkir yang luas” (participant 1) | |
| “outdoor, gardennya, gak semata-mata cuman beanbag sama kita ngopi saja tapi karena luas terus pohon-pohonnya nyaman si apalagi sore menjelang malam” (participant 2) | |
| Interior visually attractive | “Mungkin yang gue suka pas pertama mmmhh karena tempatnya yang oke, yang tujuan awal gitu mmhh mungkin konsepnya concreate-concreate gitu lah concreate kaya minimalis gitu gak terlalu banyak ornament, gak terlalu banyak warna. Itu yang bikin gua suka, mungkin musimnya ke minimasil concreate gitu”. (Participant 3) |
| “suasana dalam tokonya dia punya lebih konsep kaya percampuran modern sama nature sama simple minimalis”. (Participant 5) | |
| Atmosphere | “Tempatnya kalo coffee shop gitu agak tertutup gitu kan tempatnya jadi aroma kopi didalem tu enak kan tempatnya bener-bener wangi kan, wangi kopi gitu (participant 4) |
“lagunya enak juga, engga yang dustak, tiba-tiba apa namanya, kita nugas kadang keganggu karena lagunya gak cocok kan.” (participant 1) “Musiknya itu lebih dibawa ke yang alun nya tuh santai-santai gitu lah, lagunya lagu santai gitu terus tempatnya kan tadi udah di bilang enak banget” (participant 4) | |
| “Terus dari suhu sih, saya gak terlalu suka yang terlalu dingin, dan juga gak suka yang terlalu panas, nah kayak malem, malem kan identik dengan dingin nah disini walaupun ini malem biasanya dingin, ini malah sejuk, sejuk sama dingin beda ya, ini adem, bawaannya nyaman…” (participant 1) |
Interior Visually Attractive
One of the purposes of consumers to come to a coffee shop besides buying products is to enjoy the coffee shop's interior design. Design with specific themes gives a distinctive impression to a coffee shop. Participants revealed that the concept adopted by the coffee shop in designing the interior provided a positive interest.
Atmosphere
The coffee shop atmosphere is another indicator in how consumers judge the quality of the physical environment apart from the facilities and interiors that are presented. Music, temperature, and fragrance are the factors that build how the atmosphere contributes to creating a positive response.
Imagination Variation or Structural Analysis
This research aims to know about the essence of an experience that male-millennials coffee shop consumers feel in shaping the factors of PWOM. The data analyzed through textural analysis has formed several factors that become a central theme of how PWOM is delivered based on what consumers reflect from previous experiences. The quality of the coffee shop's products, then perceived as part of the quality by consumer preferences, is the first factor for male-millennial coffee shoppers to conduct PWOM. Besides, the perception of the coffee shop's value is the second driving factor in how consumers do PWOM, where these factors are formed by the quality provided for comfort, the value of the product offered, and the suitability of the price. The interactions between consumers and coffee shop’s employees that have been previously analyzed impacted the essence of the experience and have become the driving factor for the three consumers to behave in the coffee shop and create a PWOM. Finally, physical environment quality, as the impression that male-millennials consumers feel while in the coffee shop and supporting their needs during their interactions, is the last factor analyzed and impacts the consumer's factor of doing PWOM. Here the researcher presents a structure explanation to find out how this experience occurs through important statements made by participants who indirectly carry out PWOM.
Food Quality on Positive Word of Mouth
“Bahkan sebelum kesini saya udah bilang ke kalian kalo rasanya enak, caramel latte nya enak dan bahkan saya akan terus kesini dan akan susah untuk memesan yang lain selain carame lattenya.” (Participant 1); “Kalau mau ngobrol santai, ngobrol yang gak berat, ketawa-ketawa dan ketemu teman yang udah lama gak ketemu mungkin saya akan merekomendasikan tempat ini karena disini menunya juga lengkap.” (Participant 1).
Participant 1 revealed that taste is the main factor in determining and recommending a coffee shop. He assured that even though he has a friend as a coffee shop owner, he does not hesitate to buy elsewhere because of the taste difference. So that food quality is identified as the first factor in the occurrence of PWOM.
Perceived Value on Positive Word of Mouth
“dia paling ngerti banget kopi bahkan coffee shop di Bandung juga kopinya tuh beberapa ada yang ke X (coffee shop rekomendasi) gitu.” (participant 4). “kalo dari penilaian 100 persen ya mungkin di 80% harus menjual konsep view sih sekarang-sekarang. Jadi orang-orang orang tuh tertariknya karena suasana nya biasanya yang mereka pada pergi ngopi itu.” (Participant 5).
The clustering results show that products with specific characteristics and positions from consumers' point of view provide valuable insight. Apart from that, as stated by him, the shop and view concept contribute to the creation of perceived value and encourages of PWOM.
Personal Interaction Quality on Positive Word of Mouth
“gue pengen nanya ‘ini kira-kira yang rekomendasi disini apa gitu, nah itu tuh kalo di X (coffee shop yang direkomendasikan) dia bisa jelasin tuh. Kalo misalnya kopi yang ini tuh gini-gini yang itu dari mana. Terus bilang kan, kalo misalnya ini lebih ke asem kaha tau gimana kah jadi mereka bisa nge jelasin. Jadi dari segi pelayanan sih oke kalo buat di X (coffee shop yang direkomendasikan) kalo buat gue ya.” (Participant 4).
Quality interactions between customers and staff form a valuable response. Participant 4 revealed that the recommended coffee shop staff is of particular interest because they have a good knowledge regarding satisfying products and service delivery. The quality resulting from the interaction process affects the creation of experiences that impact PWOM.
Physical Environment Quality on Positive Word of Mouth
“ngopi disini itu ya gitu bisa bikin kita tenang karena apa, suasananya ijo-ijo lah jadi tenang kan yang bikin kita lebih santai, rileks, sebelum kita mulai lagi aktivitas besok minimal kita bisa rehat dulu disini.” (Participant 2). “...tempatnya yang oke, yang tujuan awal gitu mmmhh mungkin konsepnya concreate-concreate gitu lah concreate kaya minimalis gitu gak terlalu banyak ornament, gak terlalu banyak warna. Itu yang bikin gua suka.” (participant 3).
It cannot be denied that the participants considered the environment and atmosphere to be benchmarks for getting a dining experience apart from the quality of products and services. Interior concept presented by coffee shops and the comfort of environment has proven to contribute to the experience as the driving force of PWOM.
In the results of this structural analysis, the researcher views that satisfying experiences mediate the factors that influence the occurrence of PWOM. These results have been explained and consistent with previous research as a reference in determining Jalilvand et al. [21] themes.
Essence of Consumer’s Experience
The results of structural analysis obtained through the textural process resulted in a relationship between the factors that became a big theme for positive word-of-mouth. The meaning contained in the relationship could be drawn. In a deep understanding, interaction is the essence of the formation of consumer experiences. This interaction comes from consumers' responses to the stimulus they get while in the coffee shop. The response is generated through the first-time consumer relationship with staff, products, and the coffee shop environment. Thus, the relationships that shape the response will create interactions and then form a positive customer experience.
Based on the framework of Jalilvand et al. [21], which is the basis for developing the theme in this study, satisfaction is placed between the consumer experience and WOM because the activities carried out by consumers repeatedly will form experiences that result in certain satisfaction to create PWOM further. It is in line with the sources of information in this research. Participants who become sources of information in this research are those who have repeatedly come to the recommended coffee shop. Thus, their frequent interactions result in satisfying experiences that form PWOM.
The development of coffee shops in Indonesia has given rise to intense competition between coffee shops, so it is necessary to formulate the best strategy to attract consumers, making them survive and become a business representative in driven the information. This study has analysed the factors that influence the creation of PWOM in millennial consumers, especially the male gender, where this generation is the primary consumer and actor of the trend of coffee shop development in Indonesia. The results of the study reveal that there are essential statements that indirectly reveal positive word-of-mouth. This statement comes from the process of their interaction with the factors in the coffee shop environment to produce a certain response to be used as a source of information when needed in recommending someone to visit the coffee shop. Thus, the analysis results reveal that the big theme was taken in previous research [21] related to word of mouth has answered how the coffee shop factors affect the occurrence of PWOM.
This study has answered the main objective of finding the factors influencing PWOM. There are four factors found in encouraging consumers to do PWOM. Food quality is the first factor in how male millennial consumers recommend a coffee shop driven by the taste and uniqueness of the coffee offered. The exciting thing is that all respondents stated that taste quality was the most critical factor for recommending coffee shops to their colleagues. Furthermore, the perceived value that was pushed through the coffee shop's positioning to the participants became the second factor as their factor in conducting PWOM. Apart from the coffee shop's positioning, the positive sentiment they get from the surrounding environment (friends, family) adds to the perception of good value. Third, personal interaction quality is related to the interaction between consumers and coffee shop staff. The best service and fast response from staff are the third factors in how PWM is created. Besides, indirect communication through the coffee shop's social media has maintained both parties' interaction so that the coffee shop remains top-of-mind. Finally, physical environment quality as a factor that comes from the coffee shop's physical environment is the last factor that encourages consumers to do PWOM. This factor is built through the facilities' quality and the atmosphere that consumers feel while in the coffee shop.
As the relationship between the consumer and the coffee shop gives a specific response for the first time, interactions will be formed and become the essence of creating the consumer experience. The experience that is satisfied with the interaction will make a PWOM. This relationship in line with the framework presented by Jalilvand et al. [21]. Phenomenology is qualitative research in finding the essence of phenomena with data collection carried out closely on the respondents. The subjectivity element in the data analysis process will often occur so that in this research, the researcher equalizes all the information obtained and positions himself as a neutral party to produce the maximum level of reduction. In this study, the triangulation process in validating data was carried out by collecting data through different methods. Similar to other research, there are some limitations. First, the limited data is needed to be carried out especially by adding more participants and adding participant subjects from the management side, such as owners, baristas, and waiters. Besides, to make more valid data, researchers recommend future research to collect the data through forum group discussion (FGD).
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