The Effect of Cafe Atmosphere on Purchase Decision: Empirical Evidence from Generation Z in Indonesia

• 발행기관: 한국유통과학회
• 저자명: Santi BUDIMAN Radyan DANANJOYO
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.4, 483~490쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

In Indonesia, coffee shops, commonly called warung or kedai shops, have begun to appear amid society from remote villages to urban centers. Therefore, the purpose of this study is to examine the effect of cafe atmosphere (i.e., exterior, interior, interior point-of-purchase displays and store layout) on the purchase decision of Generation Z. This study is conducted because of cafe competition is currently overgrowing. This study model consisted of five variables: exterior, interior, interior point-of-purchase displays, store layout, and purchase decision. Sampling in this study used non-probability, with a purposive sampling technique. According to predetermined criteria, the data collection technique employed a questionnaire distributed online to consumers had visited a cafe at least once in the last three months. This study’s sample was 137 cafe visitors in Yogyakarta, representing one of the big cities in Indonesia. Therefore, the data was analyzed by using multiple regression. The results of the study indicated that the exterior and interior had a positive and significant effect on purchasing decision. Likewise, interior point-of-purchase displays and store layout positively and significantly affected purchase decision. In addition, this study’s findings generally concluded that the cafe atmosphere had a positive and significant effect on purchase decision.

목차

1. Introduction

2. Literature Review and Hypothesis Development

3. Research Methods

4. Results and Discussion

5. Conclusion

키워드

Cafe Atmosphere Exterior Interior Point Purchase Displays Store Layouts Purchase Decision