The Effect Of Atmosphere Stores On Consumer Purchasing Decisions On The Dr.Manyur Medan Coffee Shop Champion

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The Effect of Atmosphere Stores on Consumer Purchasing Decisions at Dr. Manyur Medan Coffee Shop Champion

Introduction

In today's competitive market, cafes and coffee shops are constantly vying for the attention of customers. One of the key factors that can make or break a customer's decision to visit and purchase from a particular establishment is the atmosphere of the store. The Dr. Manyur Medan Coffee Shop Champion, located on Jalan Dr. Mansyur No. 134A-B, Medan, is one such establishment that has gained a reputation for its unique and inviting atmosphere. However, have you ever wondered what makes this cafe so appealing to customers? In this study, we aim to explore the effect of atmosphere stores on consumer purchasing decisions at the Dr. Manyur Medan Coffee Shop Champion.

Methodology

This study employed a descriptive research method with a purposive sampling technique, which produced 97 samples. Data was collected through interviews and the distribution of questionnaires. The independent variables in this study include:

  1. Exterior (X1): This refers to the external appearance of the cafe, including the building, signage, and overall aesthetic.
  2. General Interior (X2): This encompasses the interior design and layout of the cafe, including the seating, decor, and overall ambiance.
  3. Shop Layout (X3): This refers to the physical arrangement of the cafe, including the placement of tables, chairs, and other furniture.
  4. Display (X4): This includes the visual presentation of products and services, including menus, signage, and other marketing materials.

The dependent variable is the consumer purchasing decision (Y). Data analysis was carried out using descriptive analysis and regression analysis, which included the T test, F test, and the coefficient of determination (R²).

Results

The results of the analysis show that the adjusted R square value of 0.935 indicates that 93.5% of consumer purchasing decisions can be explained by the Atmosphere Store Variable, which consists of exterior, general interior, store layout, and display. Meanwhile, the remaining 6.5% is influenced by other variables that are not explained in this study.

Effect of Each Variable

Exterior

The exterior has a negative and significant influence on purchasing decisions. This may be caused by an external appearance that is not in accordance with consumer expectations or less attractive. In this context, it is essential for the cafe manager to make improvements to the exterior aspects in order to attract more customers.

General Interior

General interiors are proven to have positive and significant influences. A comfortable and attractive atmosphere can improve customer experience. A good interior design not only provides comfort but also increases the mood of visitors, which in turn can improve the decision to buy.

Shop Layout

Effective layout also has a positive and significant effect on purchasing decisions. A good layout makes it easy for customers to find the products they are looking for and create a comfortable plot for moving inside the cafe. This is very important in creating a pleasant shopping experience.

Display

Interesting display aspects also have a positive and significant influence. Attractive product presentation can attract the attention of consumers and trigger the desire to buy. Visual marketing strategies such as using banners or attractive menus can increase the attractiveness of the product.

Conclusion

From the results of this study, it is clear that the Store atmosphere plays an important role in influencing consumer purchasing decisions at the Dr. Manyur Medan Coffee Shop Champion. Although there are several elements such as exterior that require more attention, interior aspects, layout, and display show a positive effect. Therefore, the cafe manager should consider every atmosphere store element to create optimal shopping experiences for consumers, which in turn can increase customer sales and loyalty.

By understanding this influence, the cafe owner can design a more effective marketing strategy and increase the attractiveness of their cafe in the midst of increasingly fierce competition. This study provides valuable insights for cafe owners and managers to create a welcoming and inviting atmosphere that can attract and retain customers.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Improve the exterior: The cafe manager should make improvements to the exterior aspects, including the building, signage, and overall aesthetic, to attract more customers.
  2. Enhance the general interior: The cafe manager should focus on creating a comfortable and attractive atmosphere by improving the interior design and layout.
  3. Optimize the shop layout: The cafe manager should ensure that the physical arrangement of the cafe is effective and easy to navigate.
  4. Develop an attractive display: The cafe manager should use visual marketing strategies to create an attractive display of products and services.

By implementing these recommendations, the Dr. Manyur Medan Coffee Shop Champion can create a more welcoming and inviting atmosphere that can attract and retain customers, ultimately increasing sales and loyalty.

Limitations

This study has several limitations that should be noted. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on the Dr. Manyur Medan Coffee Shop Champion, which may not be representative of other cafes and coffee shops. Finally, the study only examines the effect of atmosphere stores on consumer purchasing decisions, which may not be the only factor influencing customer behavior.

Future Research Directions

Future research should aim to build on the findings of this study by exploring other factors that influence consumer purchasing decisions, such as pricing, promotions, and customer service. Additionally, future research should aim to examine the effect of atmosphere stores on consumer behavior in different contexts, such as online shopping and social media.

Conclusion

In conclusion, this study provides valuable insights into the effect of atmosphere stores on consumer purchasing decisions at the Dr. Manyur Medan Coffee Shop Champion. The findings suggest that the Store atmosphere plays an important role in influencing consumer purchasing decisions, and that interior aspects, layout, and display have a positive effect. By understanding this influence, cafe owners and managers can create a more effective marketing strategy and increase the attractiveness of their cafe in the midst of increasingly fierce competition.
Frequently Asked Questions (FAQs) about the Effect of Atmosphere Stores on Consumer Purchasing Decisions

Q: What is the main focus of this study?

A: The main focus of this study is to explore the effect of atmosphere stores on consumer purchasing decisions at the Dr. Manyur Medan Coffee Shop Champion.

Q: What are the independent variables in this study?

A: The independent variables in this study include:

  1. Exterior (X1): This refers to the external appearance of the cafe, including the building, signage, and overall aesthetic.
  2. General Interior (X2): This encompasses the interior design and layout of the cafe, including the seating, decor, and overall ambiance.
  3. Shop Layout (X3): This refers to the physical arrangement of the cafe, including the placement of tables, chairs, and other furniture.
  4. Display (X4): This includes the visual presentation of products and services, including menus, signage, and other marketing materials.

Q: What is the dependent variable in this study?

A: The dependent variable is the consumer purchasing decision (Y).

Q: What research method was used in this study?

A: This study employed a descriptive research method with a purposive sampling technique, which produced 97 samples.

Q: What data collection methods were used in this study?

A: Data was collected through interviews and the distribution of questionnaires.

Q: What data analysis techniques were used in this study?

A: Data analysis was carried out using descriptive analysis and regression analysis, which included the T test, F test, and the coefficient of determination (R²).

Q: What are the key findings of this study?

A: The key findings of this study are:

  1. The adjusted R square value of 0.935 indicates that 93.5% of consumer purchasing decisions can be explained by the Atmosphere Store Variable.
  2. The exterior has a negative and significant influence on purchasing decisions.
  3. General interiors are proven to have positive and significant influences.
  4. Effective layout also has a positive and significant effect on purchasing decisions.
  5. Interesting display aspects also have a positive and significant influence.

Q: What are the implications of this study?

A: The implications of this study are:

  1. The Store atmosphere plays an important role in influencing consumer purchasing decisions.
  2. Interior aspects, layout, and display have a positive effect on consumer purchasing decisions.
  3. Cafe owners and managers should consider every atmosphere store element to create optimal shopping experiences for consumers.

Q: What are the limitations of this study?

A: The limitations of this study are:

  1. The sample size is relatively small.
  2. The study only focuses on the Dr. Manyur Medan Coffee Shop Champion.
  3. The study only examines the effect of atmosphere stores on consumer purchasing decisions.

Q: What are the future research directions?

A: Future research should aim to build on the findings of this study by exploring other factors that influence consumer purchasing decisions, such as pricing, promotions, and customer service. Additionally, future research should aim to examine the effect of atmosphere stores on consumer behavior in different contexts, such as online shopping and social media.

Q: What are the practical implications of this study?

A: The practical implications of this study are:

  1. Cafe owners and managers should create a welcoming and inviting atmosphere that can attract and retain customers.
  2. Cafe owners and managers should consider every atmosphere store element to create optimal shopping experiences for consumers.
  3. Cafe owners and managers should use visual marketing strategies to create an attractive display of products and services.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

  1. The study provides evidence for the importance of atmosphere stores in influencing consumer purchasing decisions.
  2. The study contributes to the existing literature on consumer behavior and marketing.
  3. The study provides insights into the role of atmosphere stores in creating optimal shopping experiences for consumers.