• Aurora Rahyu Fasya University of Hayam Wuruk Perbanas
  • Burhanudin Burhanudin University of Hayam Wuruk Perbanas


Perceived service performance, Minimalism, Quality of life, Purchase behavior


The culinary world today is not only food that is in demand, drinks are also quite popular. Masstige stands for prestige for the masses and of Starbucks products fall into this category. This study aims to determine the effect of perceived service performance and minimalism on quality of life and in turn, purchase behavior. There were 302 customers of Starbucks participated in the study. The data was analyzed using SEM (Structural Equition Modeling). The results showed perceived service performance and minimalism had significant effects on quality of life and in turn, purchase behavior.


Download data is not yet available.

Author Biographies

Aurora Rahyu Fasya, University of Hayam Wuruk Perbanas



Burhanudin Burhanudin, University of Hayam Wuruk Perbanas





R. D. Nasution. “Pengaruh Modernisasi dan Globalisasi terhadap Perubahan Sosial Budaya di Indonesia.” J. Penelit. Komun. dan Opini Publik. vol. 21. no. 1. pp. 30–42. 2017.

A. Kumar. J. Paul. and A. B. Unnithan. “‘ Masstige ’ marketing : A review . synthesis and research agenda.” J. Bus. Res.. no. July. pp. 0–1. 2019. doi: 10.1016/j.jbusres.2019.09.030.

Paul. “Marketing Intelligence & Planning Article information :.” Mark. Intell. Plan.. vol. 33. no. 3. pp. 238–257. 2015.

J. Matte. A. C. Fachinelli. D. De Toni. G. S. Milan. and P. M. Olea. “Relationship between minimalism. happiness. life satisfaction. and experiential consumption.” SN Soc. Sci.. vol. 1. no. 7. pp. 1–22. Jul. 2021. doi: 10.1007/s43545-021-00191-w.

A. Pangarkar. P. Shukla. and C. R. “Ray. Taylor. “Minimalism in consumption: A typology and brand engagement strategies.” J. Bus. Res.. vol. 127. pp. 167–178. Apr. 2021. doi: 10.1016/J.JBUSRES.2021.01.033.

Y. H. H. Chiu and Y. T. W. Lin. “Does Raising Value Co-creation Increase All Customers ’ Happiness ?.” J. Bus. Ethics. 2016. doi: 10.1007/s10551-016-3293-5.

M. Akdere. M. Top. and S. Tekingündüz. “Total Quality Management & Business Excellence Examining patient perceptions of service quality in Turkish hospitals : The SERVPERF model.” vol. 3363. 2018. doi: 10.1080/14783363.2018.1427501.

M. J. Sirgy. “A Quality-of-Life Theory Derived from Maslow ’ s Developmental Perspective : ’ Quality ’ Is Related to Progressive Satisfaction of a Hierarchy ofNeedSy Lower Order and Higher.” vol. 45. 1986.

B. Grum. “Concepts of social sustainability based on social infrastructure and quality of life.” 2020. doi: 10.1108/F-04-2020-0042.

O. Aktan. Ş. Orakcı. and M. Durnalı. “Investigation of the relationship between burnout. life satisfaction and quality of life in parents of children with disabilities.” Eur. J. Spec. Needs Educ.. vol. 35. no. 5. pp. 679–695. 2020. doi: 10.1080/08856257.2020.1748429.

J. Kim. Y. Kim. and D. Kim. “Improving well-being through hedonic . eudaimonic . and social needs ful fi llment in sport media consumption.” Sport Manag. Rev.. 2016. doi: 10.1016/j.smr.2016.10.001.

N. Peña-García. I. Gil-Saura. A. Rodríguez-Orejuela. and J. R. Siqueira-Junior. “Purchase intention and purchase behavior online: A cross-cultural approach.” Heliyon. vol. 6. no. 6. p. e04284. Jun. 2020. doi: 10.1016/J.HELIYON.2020.E04284.

M. Moslehpour. P. Van Kien. and I. Danyfisla. “Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan.” 2014. doi: 10.1108/IJQSS-04-2013-0024.

J. H. Kim. H. Song. and H. Youn. “The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image.” Int. J. Hosp. Manag.. vol. 85. Feb. 2020. doi: 10.1016/J.IJHM.2019.102354.

Oxfordbusinessgroup. “Indonesia’s growing middle class boosts consumer spending.” 2019.

Q. Nguyen. T. M. Nisar. D. Knox. and G. P. Prabhakar. “Understanding customer satisfaction in the UK quick service restaurant industry: The influence of the tangible attributes of perceived service quality.” Br. Food J.. vol. 120. no. 6. pp. 1207–1222. 2018. doi: 10.1108/BFJ-08-2017-0449.

E. Affum-Osei. E. Adom Asante. S. Kwarteng Forkouh. and I. Abdul-Nasiru. “Career adaptability and ambidextrous behavior among customer-service representatives: the role of perceived organizational support.” J. Pers. Sell. Sales Manag.. vol. 40. no. 1. pp. 4–18. 2020. doi: 10.1080/08853134.2019.1594241.

S. Miranda. P. Tavares. and R. Queiró. “Perceived service quality and customer satisfaction: A fuzzy set QCA approach in the railway sector.” J. Bus. Res.. vol. 89. no. July. pp. 371–377. 2018. doi: 10.1016/j.jbusres.2017.12.040.

E. Affum-osei. E. A. Asante. S. K. Forkouh. and I. Abdul-nasiru. “Career adaptability and ambidextrous behavior among customer-service representatives : the role of perceived organizational support.” J. Pers. Sell. Sales Manag.. vol. 0. no. 0. pp. 1–15. 2019. doi: 10.1080/08853134.2019.1594241.

N. D. Setyaningsih. “Perceived service quality in Indonesian Islamic higher education context A test of Islamic higher education service.” vol. 13. no. 1. pp. 107–130. 2020. doi: 10.1108/JIEB-11-2019-0054.

E. Boutroy. “Minimalism and lightweight backpacking in France: a material culture of detachment.” vol. 24. no. 4. pp. 357–372. 2020. doi: 10.1080/10253866.2020.1806065.

E. Diener and E. Suh. “MEASURING QUALITY OF LIFE: ECONOMIC. SOCIAL. AND SUBJECTIVE INDICATORS.” Soc. Indic. Res. 1997 401. vol. 40. no. 1. pp. 189–216. 1997. doi: 10.1023/A:1006859511756.

S. Akter. M. Mohiuddin Babu. M. A. Hossain. and U. Hani. “How does value co-creation transform quality of life at the bottom of the pyramid?.” J. Mark. Manag.. vol. 37. no. 9–10. pp. 962–992. 2021. doi: 10.1080/0267257X.2021.1919745.

M. Dzang and I. Osman. “Technology in Society The effects of digital inclusion and ICT access on the quality of life : A global perspective.” Technol. Soc.. vol. 64. no. July 2020. p. 101511. 2021. doi: 10.1016/j.techsoc.2020.101511.

N. D. Theodorakis. K. Kaplanidou. K. Alexandris. and D. Papadimitriou. “From sport event quality to quality of life: The role of satisfaction and purchase happiness.” vol. 20. no. 3. pp. 241–260. May 2019. doi: 10.1080/15470148.2019.1637805.

A. Thyroff. J. Siemens. B. Mcalexander. A. Thyroff. J. Siemens. and B. Mcalexander. “The in fl uence of material reliance . personal control . and expectations on quality of life during consumers ’ life transitions.” 2018. doi: 10.1108/JCM-02-2017-2078.

S. Tavakoly et al.. “Quality of life and life satisfaction among university students : Exploring . subjective norms . general health . optimism . and attitude as potential mediators.” J. Am. Coll. Heal.. vol. 0. no. 0. pp. 1–8. 2021. doi: 10.1080/07448481.2021.1920597.

G. Xu. S. Wang. J. Li. and D. Zhao. “Moving towards sustainable purchase behavior: examining the determinants of consumers’ intentions to adopt electric vehicles.” Environ. Sci. Pollut. Res.. vol. 27. no. 18. pp. 22535–22546. Jun. 2020. doi: 10.1007/S11356-020-08835-9/TABLES/5.

Burhanudin. “A Simplified Method for Understanding Judgment and Decision Making of Muslim Consumers.” pp. 1–19. Jan. 2015. doi: 10.4018/978-1-4666-8139-2.CH001.

I. Zahan. S. Chuanmin. M. Fayyaz. and M. Hafeez. “Green purchase behavior towards green housing: an investigation of Bangladeshi consumers.” Environ. Sci. Pollut. Res.. vol. 27. no. 31. pp. 38745–38757. Nov. 2020. doi: 10.1007/S11356-020-09926-3/TABLES/6.

R. Yadav and G. S. Pathak. “Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior.” Ecol. Econ.. vol. 134. pp. 114–122. Apr. 2017. doi: 10.1016/J.ECOLECON.2016.12.019.

O. Polyakova and G. Ramchandani. “Perceived service quality among regular users of gyms in public sports centres in the UK.” 2020. doi: 10.1080/23750472.2020.1853594.

R. Ostini. J. Dower. M. Donald. R. Ostini. J. Dower. and M. Donald. “The Audit of Diabetes-Dependent Quality of Life 19 ( ADDQoL ): of Australian adults.” vol. 21. no. 8. pp. 1471–1477. 2016. doi: 10.1007/sl.


R. Veenhoven. “Happiness. also known as ‘Life satisfaction’ and ‘Subjective well-being.’” Handb. Soc. Indic. Qual. Life Res.. pp. 63–77. Jan. 2011. doi: 10.1007/978-94-007-2421-1_3/COVER.

G. P. de Azambuja. G. Rodríguez-Peña. and E. T. Vargas. “The Role of Value co-Creation in the Happiness of the Students.” J. Promot. Manag.. vol. 27. no. 6. pp. 900–920. 2021. doi: 10.1080/10496491.2021.1880522.

W. Pavot and E. Diener. “Review of the Satisfaction With Life Scale.” 2009. doi: 10.1007/978-90-481-2354-4.

H. Y. Kim and Y. Lee. “The Effect of Online Customization on Consumers’ Happiness and Purchase Intention and the Mediating Roles of Autonomy. Competence. and Pride of Authorship.” Int. J. Hum. Comput. Interact.. vol. 36. no. 5. pp. 403–413. 2019. doi: 10.1080/10447318.2019.1658375.

F. Farrokhi and A. Mahmoudi-Hamidabad. “Rethinking convenience sampling: Defining quality criteria.” Theory Pract. Lang. Stud.. vol. 2. no. 4. pp. 784–792. 2012. doi: 10.4304/tpls.2.4.784-792.

E. Tramoni. S. Muratot. E. J. Barbeau. and S. J. Thorpe. “Extremely long-term memory and familiarity after 12 years.” Cognition. vol. 170. no. May 2017. pp. 254–262. 2018. doi: 10.1016/j.cognition.2017.10.009.

F. J. Gravetter and L.-A. B. Forzano. “Research methods for the behavioral sciences.” 2018.

W. Wattanacharoensil and D. La-ornual. “A systematic review of cognitive biases in tourist decisions.” Tour. Manag.. vol. 75. no. June. pp. 353–369. 2019. doi: 10.1016/j.tourman.2019.06.006.

C. C. Preston and A. M. Colman. “Optimal number of response categories in rating scales: Reliability. validity. discriminating power. and respondent preferences.” Acta Psychol. (Amst).. vol. 104. no. 1. pp. 1–15. 2000. doi: 10.1016/S0001-6918(99)00050-5.

J. F. Hair. J. J. Risher. M. Sarstedt. and C. M. Ringle. “When to use and how to report the results of PLS-SEM.” Eur. Bus. Rev.. vol. 31. no. 1. pp. 2–24. Jan. 2019. doi: 10.1108/EBR-11-2018-0203/FULL/XML.

C. Fornell and D. F. Larcker. “Evaluating structural equation models with unobservable variables and measurement error.” J. Mark. Res.. vol. 18. no. 1. p. 39. Feb. 1981. doi: 10.2307/3151312.

J. F. Hair. J. J. Risher. M. Sarstedt. and C. M. Ringle. “When to use and how to report the results of PLS-SEM.” Eur. Bus. Rev.. vol. 31. no. 1. pp. 2–24. 2019. doi: 10.1108/EBR-11-2018-0203.

R. F. Falk and N. B. Miller. A primer for soft modeling. Ohio. OH: University of Akron Press. 1992.

J. F. Hair. C. M. Ringle. and M. Sarstedt. “PLS-SEM: Indeed a silver bullet.” J. Mark. Theory Pract.. vol. 19. no. 2. pp. 139–152. Apr. 2011. doi: 10.2753/MTP1069-6679190202.

J. Matte. A. C. Fachinelli. D. De Toni. G. S. Milan. and P. M. Olea. “Relationship between minimalism. happiness. life satisfaction. and experiential consumption.” SN Soc. Sci.. vol. 1. no. 7. pp. 1–22. 2021. doi: 10.1007/s43545-021-00191-w.

J. J. Kim. M. Nam. and I. Kim. “The effect of trust on value on travel websites: enhancing well-being and word-of-mouth among the elderly.” J. Travel Tour. Mark.. vol. 36. no. 1. pp. 76–89. 2019. doi: 10.1080/10548408.2018.1494086.




How to Cite

Fasya, A. R., & Burhanudin, B. (2022). MASSTIGE PRODUCTS AND QUALITY OF LIFE. Jurnal Ekonomi, 11(03), 1012–1020. Retrieved from

Most read articles by the same author(s)