Pengaruh Suasana Toko, Variasi Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian

(Survei Konsumen Coffee Shop Kopinan24 Surakarta)

Abstract

The growth of modern coffee shops in Indonesia has accelerated alongside shifting urban lifestyles. Coffee shops have evolved beyond mere venues for enjoying beverages; they now serve as spaces for socializing, working, and gathering. KOPINAN24 Surakarta is a local coffee shop featuring a traditional-style concept and a diverse beverage menu, with a vision to become a leading, sustainable local F&B brand. This study aims to analyze the impact of store atmosphere, product variety, and service quality on consumer purchasing decisions at KOPINAN24 Surakarta. A quantitative research method was employed. The sample consisted of 115 respondents selected via purposive sampling based on specific criteria. Data were collected through questionnaires administered directly to consumers and subsequently analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The findings demonstrate that store atmosphere, product variety, and service quality each exert a positive and significant influence on purchasing decisions. Collectively, these three variables also significantly and positively affect purchasing decisions. Together, store atmosphere, product variety, and service quality explain 66.7% of the variance in purchasing decisions, while the remaining 33.3% is influenced by factors outside the research model, such as product quality, promotions, and electronic word-of-mouth.