Relationship between Concept Store Atmosphere And Consumer Buying Interest at Kedai Kopi Bara

Abstract

Bandung is the one of famous city in culinary, so the number of restaurant or cafes in Bandung continues to increase every year. One of the growing culinary business is coffee shop. The development of culinary coffee shop business makes coffee shop owners should have strong strategy marketing to survive in the midst of competition that occurs with other coffee shop. Kedai Kopi Bara chose to have good store atmosphere as one effort that can be done to attract consumer buying interest. Based on the phenomenon, the problem in this research is formulated as follows: (1) Is there a relationship beetween exterior to consumer buying interest at Kedai Kopi Bara? (2) Is there a relationship beetween general interior to consumer buying interest at Kedai Kopi Bara? (3) Is there a relationship beetween store layout to consumer buying interest at Kedai Kopi Bara? (4) Is there a relationship beetween interior display to consumer buying interest at Kedai Kopi Bara?. The study uses correlational method, the population in this study were consumer Kedai Kopi Bara with a sample of 71 responden. While the technique of research data collection is done through questionnaires and observation.The result of this study areL (1) There is positice relationship between exterior to consumer buying interest at Kedai Kopi Bara including strong category (2) There is positice relationship between general interior to consumer buying interest at Kedai Kopi Bara including strong category (3) There is positice relationship between store layout to consumer buying interest at Kedai Kopi Bara medium category (4) There is positice relationship between interior display to consumer buying interest at Kedai Kopi Bara including strong category .