The Impact of Café Atmosphere on Consumer’s Purchase Intention: Case Study at Kopi Praja Café, Indonesia

Abstract

This study aims to determine consumer responses about Kopi Praja's cafe atmosphere, how high consumers 'buying interest is at Kopi Praja, and is there an influence of cafe atmosphere on consumers' buying interest in Kopi Praja. This type of research used in this research is quantitative descriptive. The sampling technique used was purposive sampling with the criteria of respondents who have visited Kopi Praja. This study used a sample of 100 respondents. The testing technique in this study is the validity and reliability test, while the data analysis technique uses descriptive techniques, by calculating the mean value, correlation coefficient, determination coefficient, and simple linear regression. The results showed that the cafe atmosphere in Kopi Praja was rated well by consumers, with the value of the indoor atmosphere slightly higher than the value of the outdoor atmosphere. Consumer buying interest in Kopi Praja is also high, and there is a moderate relationship between cafe atmosphere and buying interest in Kopi Praja. Cafe atmosphere affects consumer buying interest by 29.1%, while the rest is influenced by other factors not examined in this study.

Keywords: Café Atmosphere, Kopi Praja, purchase intention

DOI: 10.7176/EJBM/12-8-05

Publication date:March 31^st 2020