Pengaruh Suasana Cafe, Fasilitas dan Varian Produk Terhadap Keputusan Pembelian Pada Cafe Segelas Kopi Kota Palopo

Abstract

This study aims to analyze the influence of cafe atmosphere, facilities, and product variety
on purchasing decisions at Cafe Segelas Kopi in Palopo City. The background of this research stems
from the increasing competition in the culinary business, particularly cafes, which requires business
owners to pay more attention to aspects such as ambiance, facility comfort, and product diversity to
attract consumer interest. This research employed a quantitative approach with data collection
techniques including questionnaires, observations, and interviews. The sample consisted of 30
respondents, determined using incidental sampling. Data analysis was carried out using multiple
linear regression with SPSS software. The results showed that the cafe atmosphere, facilities, and
product variety simultaneously had a significant effect on purchasing decisions. Furthermore,
partially, the variables of café atmosphere and product variants had a positive influence on
purchasing decisions, while the variable of facilities did not. This finding emphasizes the importance
of managing a comfortable atmosphere, providing adequate facilities, and attractive product
variants in increasing customer appeal and loyalty at Cafe Tengkorak Kopi, Palopo City.