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All Journal Productivity
Giyan Namora Lantu
Universitas Sam Ratulangi Manado

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Pengaruh Variasi Menu dan Cafe Atmosphere Terhadap Keputusan Pembelian Konsumen di Kopi Kenangan Kawasan Megamas Manado Giyan Namora Lantu; Johny R. E. Tampi; Tinneke M Tumbel
Productivity Vol 5 No 4 (2024): Desember 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v5i4.55613

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.
Co-Authors Johny R. E. Tampi Tinneke M Tumbel