An Empirical Analysis of Factors Influencing Customer Satisfaction Among Youth at Local Hipster Coffee Shops in Malaysia

In response to the rapid evolution of the global marketplace, the proliferation of local hipster coffee shops in Malaysia, including in Kelantan, has intensified competition in attracting and retaining customers, particularly among youth who are highly inclined to explore newly established and trend-driven cafés. Accordingly, this study examines the relationships between location preference, food quality, price, and café atmosphere and youth customer satisfaction at local hipster coffee shops in Kelantan. Data were collected from 384 youth respondents aged 15 to 40 years who had visited local hipster cafés in Kelantan through a self-administered questionnaire distributed via Google Forms. The collected data were analyzed using SPSS version 27.0, employing descriptive statistics, reliability analysis using Cronbach’s alpha, Spearman correlation, and multiple linear regression techniques. Although all measurement items demonstrated satisfactory reliability and validity, the normality test indicated that the data were not normally distributed, justifying the use of non-parametric analysis. The correlation results revealed strong and significant relationships between all studied factors and youth customer satisfaction. However, the multiple regression analysis identified café atmosphere as the most dominant factor influencing youth customer satisfaction, followed by location preference, while food quality and price were found to be statistically insignificant when other variables were considered. These findings offer valuable insights for café operators, business planners, and stakeholders in the coffee industry, enhancing customer experience and competitiveness.