The influence of cafe atmosphere, customer experience, and menu variation towards customer purchasing decisions at istpatisserie Medan

Halim, Nicorry (2024) The influence of cafe atmosphere, customer experience, and menu variation towards customer purchasing decisions at istpatisserie Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food and beverage industry plays a significant role in Indonesia's economic growth. In this context, the cafe atmosphere, customer experience, and menu variety are key factors influencing customer purchasing decisions in the real estate sector, particularly for cafes like Istpatisserie in Medan. Data for this study was gathered using a quantitative research method and collected using questionnaires from 97 respondents through non-probability sampling method and purposive sampling technique. The analysis was conducted using SPSS 25 software, including validity, reliability, normality, multicollinearity, heteroscedasticity, hypothesis, coefficient of determination and multiple linear regression analysis tests. The study evaluates the impact of cafe atmosphere, customer experience and menu variation on purchasing decisions. Results indicate a positive influence among these three variables, with menu variation exerting the strongest influence. The recommendation for cafe is that Istpatisserie may consider enhancing the parking experience for customers and optimizing the parking layout, focus on improving the value perception by enhancing the quality of products or services, expand its menu by incorporating a wider variety of flavors that cater to different preferences and gather customer feedback will ensure ongoing improvements that meet their needs so that Istpatisserie can increase customer purchasing decisions./Industri makanan dan minuman memegang peranan penting dalam pertumbuhan ekonomi Indonesia. Dalam konteks ini, suasana kafe, pengalaman pelanggan, dan variasi menu merupakan faktor utama yang memengaruhi keputusan pembelian pelanggan di sektor properti, khususnya untuk kafe seperti Istpatisserie di Medan.Penelitian ini telah memenuhi uji validitas, reliabilitas, normalitas, multikolinearitas dan heteroskedastisitas. Berdasarkan pengujian hipotesis, suasana kafe, pengalaman pelanggan dan variasi menu memiliki pengaruh terhadap keputusan pembelian pelanggan di Istpatisserie, baik secara parsial maupun simultan. Koefisien determinasi sebesar 38,4% dan sisanya 61,6% dapat dijelaskan oleh variabel lain. Data penelitian ini dikumpulkan dengan menggunakan metode penelitian kuantitatif dan dikumpulkan menggunakan kuesioner dari 97 responden melalui metode non-probability sampling dan teknik purposive sampling. Analisis dilakukan dengan menggunakan perangkat lunak SPSS 25, meliputi uji validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, hipotesis, koefisien determinasi dan analisis regresi linier berganda. Penelitian ini mengevaluasi dampak atmosfer kafe, pengalaman pelanggan dan variasi menu terhadap keputusan pembelian. Hasil penelitian menunjukkan adanya pengaruh positif di antara ketiga variabel tersebut, dengan variasi menu memberikan pengaruh paling kuat. Rekomendasi untuk kafe adalah Istpatisserie dapat mempertimbangkan untuk meningkatkan pengalaman parkir bagi pelanggan dan mengoptimalkan tata letak parkir, berfokus pada peningkatan persepsi nilai dengan meningkatkan kualitas produk atau layanan, memperluas menunya dengan menggabungkan lebih banyak variasi rasa yang memenuhi preferensi yang berbeda dan mengumpulkan umpan balik pelanggan akan memastikan peningkatan berkelanjutan yang memenuhi kebutuhan mereka sehingga Istpatisserie dapat meningkatkan keputusan pembelian pelanggan.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Halim, Nicorry
NIM03013210016
nicorryhalimm@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Bukidz, Danny Philipe
NIDN0112128104
danny.bukidz@uph.edu
Uncontrolled Keywords: Cafe atmosphere; customer experience; menu variation; customer purchasing decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Nicorry Halim
Date Deposited: 21 Apr 2025 03:18
Last Modified: 21 Apr 2025 03:18
URI: http://repository.uph.edu/id/eprint/68148

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