Nur Khotham Al Firman Khotham, Singgih Purnomo, Khabib Alia Akhmad

Pengaruh Suasana Café dan Harga Jual Terhadap Keputusan Pembelian Pada Coffee Shop Di Kota Boyolali

Introduction

Pengaruh suasana café dan harga jual terhadap keputusan pembelian pada coffee shop di kota boyolali. Penelitian ini mengkaji pengaruh suasana kafe dan harga jual terhadap keputusan pembelian di coffee shop Boyolali. Temukan bagaimana kedua faktor ini mempengaruhi konsumen secara signifikan.

Abstract

Pertumbuhan bisnis kuliner saat ini  mengalami kemajuan. Banyak nya para pebisnis membuka usaha mereka dengan memperhatikan pangsa pasar. Perkembangan coffee shop di kota Boyolali semakin tahun semakin banyak pula coffee shop yang berdiri. Maka dari itu para owner coffee shop harus memutar otak mereka agar menarik para konsumen datang. Penelitian ini bertujuan untuk mengetahui apakah store atmosphere dan harga produk berpengaruh secara simultan terhadap keputusan pembelian pada coffee shop di kota Boyolali. Jenis penelitian ini  merupakan penelitian lapangan dengan menggunakan metode kuantitatif dengan jumlah populasi seluruh konsumen coffee shop di kota Boyolali dan jumlah sampel sebanyak 96 orang. Uji instrument menggunakan uji validitas dan uji reabilitas. Teknik analisis menggunakan regresi linear berganda. Untuk pengolahan data, peneliti menggunakan software SPSS statistics 25. Hasil penelitian adalah terdapat pengaruh yang signifikan dengan nilai sig 0,000 < 0,05 antara store atmosphere terhadap keputusan pembelian produk coffee shop di kota Boyolali. Terdapat pengaruh yang signifikan dengan nilai sig 0,003 < 0,05 antara harga terhadap keputusan pembelian produk coffee shop di kota Boyolai. Hasil analisis diperoleh nilai F hitung sebesar 45.939 dengan p-value sebesar 0,000 < 0,05 maka diperoleh Store Atmosphere dan Harga berpengaruh secara simultan terhadap Keputusan Pembelian.

Review

This study addresses a highly relevant topic in contemporary business, focusing on the burgeoning coffee shop industry in Boyolali. The objective to investigate the simultaneous influence of store atmosphere and product price on purchasing decisions is clearly articulated. The authors adopt a quantitative field research approach, employing a sample of 96 consumers and utilizing robust statistical methods, including validity and reliability tests, and multiple linear regression analysis via SPSS Statistics 25. The abstract effectively presents clear and significant findings, demonstrating that both store atmosphere and price individually, as well as simultaneously, exert a significant impact on consumer purchasing decisions, evidenced by the reported p-values. While the findings are presented clearly, the abstract could benefit from greater structural formality and detail. The definition of the "population" as "all coffee shop consumers in Boyolali" is very broad, and the abstract lacks specifics regarding the sampling technique employed to derive the 96 respondents, which is a critical piece of information for evaluating the generalizability of the results. Furthermore, while statistical significance is shown, the abstract does not explicitly discuss the practical or theoretical implications of these findings for business owners or future research. The language, while comprehensible, occasionally leans towards informal phrasing, which could be refined for a more academic tone. Overall, this study offers valuable insights into the factors influencing purchasing decisions within the competitive coffee shop market. The clear statistical evidence supports the hypotheses and provides a foundation for coffee shop owners to strategize effectively. For future submission, I recommend a revision of the abstract to incorporate explicit implications and recommendations, and to detail the sampling methodology. A more structured abstract outlining background, objective, methodology, key findings, and concluding implications would enhance its impact and adherence to standard academic abstract conventions. The full paper should further elaborate on the methodological choices and discuss the theoretical and practical contributions in depth.

Full Text

Comments

You need to be logged in to post a comment.