The influence of product diversity, product design, and store atmosphere on buying decision of coffee at Me& Coffee Works - Kalingga Branch, Medan

Josie, Crestella (2022) The influence of product diversity, product design, and store atmosphere on buying decision of coffee at Me& Coffee Works - Kalingga Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Me& Coffee Works is a café that serves a coffee menu. The purpose of this study is to find out about product diversity, product design, store atmosphere towards purchasing decisions. On purchasing decisions that have decreased due to the variety of menus from Me& Coffee Works that are less varied, monotonous packaging designs, and poorly maintained café interior conditions. If customers feel uncomfortable with the variety of menus, the less attractive design and uncomfortable atmosphere will trigger customers not to visit again in the future because they feel dissatisfied. This research uses quantitative design with a descriptive and causal approach. The population in this study was all customers of Me& Coffee Works Kalingga Branch. The sample in this study was 110 people using nonprobability sampling with convenience sampling to determine the sample in this study. The conducted dissemination of questionnaires has passed validity and reliability tests. The tested data also passed normality tests, multicollinearity tests, heteroscedasticity tests, linearity tests and multiple linear regression tests. The hypothesis test with the results that product diversity, product design and store atmosphere have a simultaneous or partial effect on purchasing decisions. It can be recommended to Me& Coffee Works Kalingga Branch to increase the number of product variations such as adding the latest coffee menu and adding various types of coffee with certain qualities, updating the logo design and packaging to make it newer, providing space for wider vehicles. / Me& Coffee Works merupakan kafe yang menyajikan menu kopi. Tujuan penelitian ini untuk mengetahui tentang keragaman produk, desain produk, suasana toko terhadap keputusan pembelian. Pada keputusan pembelian yang mengalami penurunan karena variasi menu dari Me& Coffee Works yang kurang bervariasi, desain kemasan yang monoton, dan kondisi interior kafe yang kurang terawat Jika pelanggan merasa kurang nyaman dengan variasi menu, desain yang kurang menarik dan suasana yang tidak nyaman akan memicu pelanggan untuk tidak berkunjung kembali di kemudian hari karena merasa tidak puas. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah semua pelanggan Me& Coffee Works Cabang Kalingga. Sampel dalam penelitian ini berjumlah 110 orang menggunakan nonprobability sampling dengan convenience sampling untuk menentukan sampel dalam penelitian ini. Penyebaran kuesioner yang dilakukan telah lulus uji validitas dan keandalan. Data yang diuji juga lulus uji normalitas, tes multikolinearitas, heterokedastisitas, uji linearitas dan uji regresi linier berganda. Dari uji hipotesis dengan hasil bahwa keberagaman produk, desain produk dan suasana toko berpengaruh secara simultan maupun parsial terhadap keputusan pembelian. Dapat direkomendasikan ke Me& Coffee Works Cabang Kalingga untuk menambah jumlah variasi produk seperti menambah menu kopi terbaru dan menambahkan berbagai jenis kopi dengan kualitas tertentu, memperbaharui desain logo dan kemasan supaya lebih baru, menyediakan ruangan untuk kendaraan yang lebih lebar.

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