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 |