The Effect of Menu Variations and Cafe Atmosphere on Consumer Purchasing Decisions at Kopi Kenangan Megamas Manado Area
DOI:
https://doi.org/10.35797/ejp.v5i4.55613Keywords:
Menu Variations, Café Atmosphere, and Purchasing Decisions.Abstract
This research aims to determine the influence of menu variations and café atmosphere on consumer purchasing decisions for Kenangan Coffee in the Megamas Manado area. This research used a quantitative approach, with a sample of 98 respondents. The data analysis used is quantitative or statistical. Data that meets the requirements for analysis is processed using the SPSS 24 program. From the test it is found that, Menu Variations have a positive and significant effect on Purchasing decisions, Café Atmosphere has a positive and significant effect on Purchasing Decisions, Menu Variations and Café Atmosphere together influence satisfaction. customers, the better the variety of menus and tastes according to the desires of consumers offered by the company supported by a café atmosphere which makes consumers have a higher level of purchasing decisions at the company. Taking into account the reality of tight competition in business, especially in the culinary sector. By paying attention to the empirical evidence from the results of this research, companies should pay more attention to and increase menuvariations and café atmosphere so that purchasing decisions can be improved.
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