HOW STORE ATMOSPHERE AND PRODUCT QUALITY INFLUENCE CONSUMER PURCHASE DECISIONS: EVIDENCE FROM INDONESIAN COFFEE SHOPS
Published:
2026-10-27Downloads
Abstract
This study aimed to examine the effects of store atmosphere and product on purchase decisions at D'Lounge Coffee Sintang. Using a quantitative associative research design with Multiple Linear Regression Analysis, data were collected through structured questionnaires distributed to 100 respondents selected through purposive sampling. The respondents were customers of D'Lounge Coffee Sintang who had purchased products more than twice and were at least 17 years old. Validity, reliability, and classical assumption tests were conducted prior to hypothesis testing. The results indicated that store atmosphere had a positive and significant effect on purchase decisions, with a coefficient value of 0.369 and a probability value of 0.002. Similarly, product had a positive and significant effect on purchase decisions, with a coefficient value of 0.143 and a probability value of 0.004. Furthermore, store atmosphere and product simultaneously had a significant effect on purchase decisions, with a calculated F-value of 17.356, which exceeded the critical F-value of 3.09, and a probability value of 0.000. The coefficient of determination was recorded at 0.528, indicating that 52.8% of purchase decisions were influenced by store atmosphere and product, while the remaining 47.2% was influenced by other variables not examined in this study. These findings suggest that a comfortable atmosphere and high-quality products can increase consumer purchase decisions. The practical implication of this study is that D'Lounge Coffee Sintang should continue to enhance both its store atmosphere and product quality to maintain and increase customer purchase decisions in an increasingly competitive coffee shop industry.
Keywords:
Store Atmosphere Products Purchase Decisions Consumer Behavior Coffee ShopReferences
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