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
Highlights
The cafe switches function into a means for work, meetings, small meetings, meeting clients, doing tasks, social gathering, and an outline that is to socialize. Cafe visitors at this time are fathers or men who are identical with coffee connoisseurs, but cafe is in demand ranging from young people who come only to enjoy the atmosphere of the cafe to parents who come to buy drinks and snacks
Based on the definition and understanding above, it can be concluded that the store atmosphere and consumer buying interest are closely related because a consumer often values a cafe on its first impression which is seen in the form of an exterior
One of the cafes that applies the concept of cafe atmosphere in running its business is Kopi Praja, located in South Tangerang, Indonesia, by carrying out the concept of a modern minimalist cafe
Summary
Based on the result of reliability test on table , it can be concluded that the questionnaire used to measure the Cafe Atmosphere (X) and consumer’s intention to buy is reliable with a Cronbach's alpha value of > 0.60. For instore atmosphere, the highest value is in the lighting component in Kopi Praja café (4.45), which is in the very good category. Based on the above results, it can be interpreted that Kopi Praja café visitors have a high explorative interest, especially in searching for information on social media with a mean value of 4.35, which is categorized as very high.
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