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All Journal Jurnal Mahasiswa Entrepreneur
Sandra, Intan Ayu Kartika
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PERAN LOKASI, CITA RASA, DAN SUASANA KAFE DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA KAFE KALIURANG DI KAPONGAN Sandra, Intan Ayu Kartika; Tulhusnah, Lusiana; Sari, Rini Kartika
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 3 (2024): MARET 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i3.4859

Abstract

In the current era of globalization, many developments are occurring rapidly and sophisticatedly, including the development of the cafe business. This research aims to analyze the role of the cafe's location, taste, and atmosphere in influencing purchasing decisions and consumer satisfaction at the Kaliurang Cafe in Kapongan. This research is explanatory. The population in this study were consumers of the Kaliurang Cafe in Kapongan. The sampling technique was determined by simple random sampling. Data analysis and hypothesis testing in this research used the Partial Least Square - Structural Equation Model (PLS-SEM). The results of direct influence hypothesis testing using the Smart PLS 3.0 application show that location has a significant effect on purchasing decisions, taste has no significant effect on purchasing decisions, cafe atmosphere has no significant effect on purchasing decisions, location has a significant effect on consumer satisfaction, taste has a significant effect on consumer satisfaction, cafe atmosphere does not have a significant effect on consumer satisfaction, purchasing decisions have a significant effect on consumer satisfaction. The results of the indirect influence hypothesis test show that the location variable on consumer satisfaction through purchasing decisions has a positive but not significant effect, taste on consumer satisfaction through purchasing decisions has a negative but not significant effect, cafe atmosphere has a positive but not significant effect on consumer satisfaction through purchasing decisions.
STRATEGI PEMASARAN BISNIS DALAM MENINGKATKAN PEMBELIAN PROMOSI DI MEDIA SOSIAL DAN KUALITAS PRODUK PADA YOWES MIE DI SITUBONDO Sandra, Intan Ayu Kartika; Rachman, Riza; Mufid, Rozin Khairon; Febriyanto, Febriyanto; Khotip, Zainal; Ismayani, Meiriyanti
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4230

Abstract

This research aims to gain an understanding of how important it is to increase purchases through promotions on social media and product quality at Yowes Mie Situbondo. Where promotion and product quality are very good at attracting consumer interest. And Yowes Mie also uses promotional media where he will get prizes on his Instagram. The ingredients used are very good, because Yowes Mie does not want to disappoint consumers. This article uses a qualitative method where the author interviews Yowes Mie by going directly to the field.
Co-Authors Febriyanto Febriyanto Ismayani, Meiriyanti Khotip, Zainal Lusiana Tulhusnah Mufid, Rozin Khairon Rachman, Riza Rini Kartika Sari