STUDI MENGENAI PENGELOLAAN ATMOSFER KAFE DAN KUALITAS LAYANAN UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN (Studi Empiris pada Converso Coffee & Eatery Semarang)
2019
Tourism is one of the sectors that continues to rapidly grow in size, in
particular in business like cafe. Hanging out or spending quality time with friends
and family has become habits that drive people toward a new behavioral change.
This changing pattern and lifestyle of consumers made cafe expand. The
opportunity was responded directly by businessmen by establishment of new cafes.
To be able to survive and compete, a company must be able to make the right
decisions and strategies. The purpose of this study is to determine the effect of cafe
atmosphere, service quality, emotional value and product variation on purchasing
decisions at Converso Coffee & Eatery Semarang. While population in this study is
the consumers of Converso Coffee & Eatery Semarang, the number of samples used
was 101 people who were selected using purposive sampling. Data obtained from
questionnaires were then analyzed using the AMOS program. The result of this
study indicates that the cafe atmosphere, service quality, emotional value and
product variation have a positive and significant effect on purchasing decisions.
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