Abstract
Nowadays, cafés are a highly saturated business, especially in Malang City. Due to the high number of café options, customers tend to choose cafés that suit their preferences. Therefore, coffee shop owners must maximize many aspects of their cafés, such as store atmosphere and product variation. These variables are being implemented in Tjap Djajakarta café Malang.
This quantitative research involved distributing questionnaires directly to customer of Tjap Djajakarta café who have made purchase. Purposive sampling was used, and data were analyzed using multiple linear regression (Y = a + b1X1 + b2X2+ e) and hypothesis testing.
The findings shows that store atmosphere have partial influence to customer preference while product variation doesn’t. Collectively, both variables contribute 37, 8 % influence to customer preference with 62, 2% is influenced by other variables.
The study concluded that only store atmosphere variable that significantly influence customer preference. Tjap Djajakarta café is suggested to explore more variation in their menu especially main course. Furthermore, Tjap Djajakarta also suggested to enhance the product aesthetic especially for coffee product by performing latte art.
Keywords
References
- Kumparan. (2019) Konten dari Tugu Malang. Retrieved January 31, 2024, fromhttps://kumparan.com/tugumalangGoogle Scholar ↗
- Abdullah, F. (2011). Managing Customer Preference for the Foodservice Industry. International Journal of Innovation, 2(6).Google Scholar ↗
- Purwadi, P., Devitasari, B., and Caisar Darma, D. (2020). Store Atmosphere, SERVQUAL and Consumer Loyalty: Case Study of Excelso Coffee Shop. SEISENSE Journal of Management, 3(4), 21–30. https://doi.org/10.33215/sjom.v3i4.385K.DOI ↗Google Scholar ↗
- Aulia, M. R., Rudy, R., Ismail, A., Indriyani, S., and Arief, I. (2023). The Influence of Social Media, Location, Service Quality and Store Atmosphere on Purchase Decision of Coffee Café Customers Innovative: Journal of Social.Google Scholar ↗
- Pratiwi, N. M. I., and Yasa, N. N. K. (2019). The Effect of Store Atmosphere, Social Media Marketing, and Lifestyle on Purchase Decisions on Consumer of theAlleway Cafe. https://doi.org/10.5281/ZENODO.3592913.DOI ↗Google Scholar ↗
- Candra, Y., Despika, M., and Putra, H. O. A. (2023). Analysis of Live Music, Taste, and Product Diversity on Customer Satisfaction at Parewa Coffee Padang.Google Scholar ↗
- Pratiwi, R. S., Soebandi, S., and Dharmani, I. G. A. A. N. (2020). The Influence of Service Quality, Price Perception, and Store Atmosphere On Repurchase Intention (Case Study at The Teras Atas Cafe Surabaya). Quantitative Economics and Management Studies, 1(2). https://doi.org/10.35877/454RI.qems1281DOI ↗Google Scholar ↗
- Wicaksono, N. J. S., & Sutanto, J. E. (2022). The Impact of Product Variation, Product Quality, and Service Quality on Purchase Decision of Ko-Kopian Products. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 570-577.Google Scholar ↗
- Ronald, R. (2017). Pengaruh product quality terhadap customer preference pada produk Samsung di Surabaya dengan brand image sebagai variabel intervening. Jurnal Strategi Pemasaran, 4(2), 5.Google Scholar ↗
- Pamuji, J. B., and Sutedjo, B. (2023). The Influence of Lifestyle, Trust and Product Variations on Consumer Satisfaction (Study on Consumers of Resto Coffee Antara Mantan Semarang). 12(02).Google Scholar ↗
- Yawan, H., Setiawan, A. R. P., Nurfirmansyah, M. N., Al-Multazim, M. F., Budiman, N. K., Prehanto, A., & Nuryadin, A. (2024). Pengaruh Strategi Harga dan Kualitas Layanan dengan Preferensi Pembelian Pelanggan di Platform E-commerce Shopee. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 2(1), 197-208.Google Scholar ↗