economic in which where the income earned was enough for just one or two visits to Coffee Bean in one month to just try the beverage, but when the visits were continued to always visit Coffee Bean in a frequent frequency it would have an impact on their financial ability. The results of this research indicated that there was no significant correlation between product and willingness to pay which was not in line with the results of research conducted by Campbell, et al (2014), in which the product could directly determine the willingness to pay from a consumer in selecting the menu of local food. This difference outcome could be attributed to the fact that the previous research did not include the satisfaction variable that might affect willingness to pay. Various responses from satisfied customers were willing to pay more, repurchasing, and were loyal to that particular brand. In term of loyalty, most of respondents are not really loyal customers to the brand of Coffee Bean. It was supported by descriptive data that 60% of respondents only ever visited Coffee Bean 1 time in the last 1 month. Besides, most respondents had also tried to move to other brand competitors. So far, all respondents were satisfied with the service and products provided by Coffee Bean because it had been in accordance with the expectation so it was reasonable if the respondents were willing to pay more. That satisfaction could be realized because the price of Coffee Bean products were relatively expensive so it was worth with the convenient place (the ordinary Coffee Bean outlet was located in large malls of every big city), very friendly service from the crews, as well as good taste of the food and beverage. The results of this research showed that there was a significant correlation between customer satisfaction and willingness to pay which was in line with the results of research conducted by Chaudhuri and Ligas (2016), and Casidy and Wymer (2016) in which the research proved that satisfied customers were willing to pay more to get the products. CONCLUSION AND SUGGESTIONS This research aimed to explain the factors affecting the level of willingness to pay from Coffee Bean consumers. The result of hypothesis testing showed that hypotheses 1, 2, 3, and 5 from the research were acceptable. Hypothesis number 4 was unacceptable because it formed insignificant correlation between the product and willingness to pay. This research also had some limitations, including 1) not choosing the respondents at all Coffee Bean outlets in Surabaya so the description of the data distribution questionnaires was uneven, 2) most of respondents had only visited Coffee Bean 1 time in the last 1 month, so it was less precise to ask them describing customer satisfaction and the willingness to pay, 3) the variables under research were very limited on brand image, customer satisfaction, and product. Another new variable could be added in the following study.
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