Linking perceived innovativeness, co‑creation value, and personal innovativeness to satisfaction and loyalty in local coffee shops

This study examines Indonesia's fourth-wave local coffee shop evolution, assessing how four customer-perceived innovativeness (CPI) dimensions—menu, technological, experiential, and promotional impact satisfaction and loyalty. It tests value co-creation (VCC) as a mediator and personal innovativeness (PIN) as a moderator, addressing gaps in how rapid menu changes and digital services shape preferences in emerging markets. A survey of local coffee shop patrons was analyzed using partial least squares structural equation modeling (PLS SEM) to evaluate direct effects, VCC mediation, and PIN moderation in a novel model. Technological and experiential innovativeness boost satisfaction significantly; menu and promotional innovativeness have non-significant or negative direct effects. All CPI dimensions positively influence VCC, which fully mediates menu/promotional paths to outcomes and partially mediates technological/ experiential paths. PIN moderates only the technological innovativeness-satisfaction link. Conclusions emphasize VCC as the key mechanism converting innovations to loyalty, with domain-specific effects. Managers should focus on technology and experiential innovations that foster VCC. The study highlights boundary conditions for innovation-value-loyalty processes in emerging service markets. The paper uniquely positions VCC as the core mediator between CPI dimensions and outcomes, while delineating PIN's limited moderating role—novel in clarifying heterogeneous effects and mechanisms in underexplored coffee shop contexts.