Article Open Access

The Influence of Café Atmosphere, Service Quality, and Product Variety on Purchase Decisions at Ngopidiaphen in Pontianak City
(1) * Detia Meisya Mail (Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)
(2) Helman Fachri Mail (Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)
*Corresponding author

Abstract


This study aims to analyze the influence of Café Atmosphere, Service Quality, and Product Variety on Purchase Decisions at Ngopidiaphen in Pontianak City. This research employs a quantitative approach with a total of 100 respondents selected using an accidental sampling technique. Data were collected through observation, interviews, and questionnaires. The results of multiple linear regression analysis show the equation Y = 1.110 + 0.274X₁ + 0.182X₂ + 0.202X₃, with a correlation coefficient (R) of 0.719 indicating a strong relationship, and a coefficient of determination (R²) of 51.7%, meaning the remaining variation is influenced by other factors outside this study. The F-test results show that Café Atmosphere, Service Quality, and Product Variety simultaneously have a positive and significant effect on Purchase Decisions, with an F calculated value of 34.237 > F table 3.09 and a significance value of 0.000 < 0.05. Partial t-tests also show that each variable has a positive and significant effect, with t calculated values for Café Atmosphere (3.133), Service Quality (2.077), and Product Variety (2.561), all greater than the t table value of 1.660. In conclusion, a comfortable café atmosphere, high-quality service, and diverse products make a real contribution to increasing consumers’ purchase decisions at Ngopidiaphen. The practical implication is that café owners are advised to consistently maintain the atmosphere, improve service quality, and innovate their menu. Future research is expected to include other variables such as promotion or pricing to produce more comprehensive results.

Keywords


Café Atmosphere; Service Quality; Product Variety; Purchase Decisions

   

DOI

https://doi.org/10.33122/ejeset.v6i2.918 		      

Article metrics

Abstract views : 107 | PDF views : 95

   

Cite

How to cite item
   

Full Text

Download

References


Asti, E., & Ayuningtyas, E. (2020). Pengaruh kualitas pelayanan, kualitas produk dan harga terhadap kepuasan konsumen. EKOMABIS: Jurnal Ekonomi Manajemen Bisnis, 1(1), 1–14. https://doi.org/10.37366/ekomabis.v1i01.2.

Didik, G. (2022). Keputusan pembelian konsumen marketplace Shopee berbasis social media marketing. PT Inovasi Pratama Internasional.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 Edisi 9. Semarang: Universitas Diponegoro Press.

Hendi, S. (2022). Store atmosphere dan kualitas pelayanan sebagai rujukan keputusan pembelian di pasar modern (Vol. 8). Cv. Global Aksara Pers. http://www.nber.org/papers/w16019.

Kasinem. (2020). Pengaruh kepercayaan dan kualitas pelayanan terhadap kepuasan konsumen pada Hotel Bukit Serelo Lahat. Jurnal Media Wahana Ekonomika, 17(4), 329–336. https://doi.org/10.31851/jmwe.v17i4.5096.

Kotler, P., & Armstrong, G. (2018). Principles of marketing (15th ed., Global Edition). Pearson Education.

Kristiawan, T. A., & Keni, K. (2020). Pengaruh packaging, social media marketing dan electronic word of mouth terhadap keputusan pembelian busana brand lokal [The effect of packaging, social media marketing and electronic word of mouth on purchase decisions on local brand fashion]. DeReMa (Development Research of Management): Jurnal Manajemen, 15(2), 244–259. https://doi.org/10.19166/derema.v15i2.2445.

Kurniawan, A. (2014). 4. Metode Riset untuk Ekonomi dan Bisnis: Teori, Konsep, dan Praktik Penelitian Bisnis. Bandung: Alfabeta.

Lestari, D. (2023). Pengaruh lokasi, keragaman produk dan kualitas pelayanan terhadap keputusan pembelian di Indomaret Sarwo Edi Pucanggading. Universitas Semarang.

Lovelock, C. H., & Wirtz, J. (2018). Services marketing: People, technology, strategy (8th ed.). Pearson.

Makarueh, J., Rohaetin, S., & Erang, D. (2022). Pengaruh kualitas pelayanan, harga dan suasana café terhadap kepuasan konsumen pada Café About Something Palangka Raya. Edunomics Journal, 3(1), 17–21. https://doi.org/10.51804/econ12.v3i2.780.

Ningsih, D. S. (2022). Pengaruh harga, suasana kafe, dan kualitas pelayanan terhadap kepuasan konsumen pada Warunk Upnormal Cabang Modernland Tangerang. Universitas Buddhi Dharma.

Rachmadani, L. D., & Soebiantoro, U. (2022). Pengaruh cita rasa dan persepsi harga terhadap keputusan pembelian Mie Ayam Yamin Gubeng Kertajaya Surabaya. Jurnal Manajemen, 12(1), 1–10. https://doi.org/10.30656/jm.v12i1.4428.

Rahardjo, D. T., & Yulianto, A. E. (2022). Pengaruh citra merek, harga dan kualitas pelayanan terhadap kepuasan pelanggan Mie Setan di Surabaya. Jurnal Ilmu dan Riset Manajemen, 11(8), 1–18.

Tjiptono, F. (2020). Strategi pemasaran (4th ed.). Andi Publisher.

Siregar, S. (2017). Metode Penelitian Kuantitatif: Dilengkapi dengan Perbandingan Perhitungan Manual & SPSS (1 ed.). Kencana.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta

Tjiptono, F. (2022). Service management: Mewujudkan layanan prima (4th ed.). Andi.

Yurindera, N. (2021). Pengaruh kualitas produk, pelayanan barista dan promosi di media sosial terhadap kepuasan pelanggan. ESENSI: Jurnal Manajemen Bisnis, 24(1), 44–55.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Detia Meisya*, and Helman Fachri

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0