Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Advances in Tourism Studies
Prawira, Juwan Abithia
Unknown Affiliation
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Quality First, Aesthetics Second: Rethinking Investment Priorities in Indonesia’s Coffee Shop Industry Prawira, Juwan Abithia; Baharuddin, Sitti Mujahida
Advances in Tourism Studies Vol. 2 No. 1 (2024): Advances in Tourism Studies
Publisher : Centre for Tourism Studies and Journal Publication of Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/ats.v2i1.37

Abstract

This study examines the influence of store atmosphere and product quality on consumer purchase decisions in the context of coffee shop consumption, with a case study on Kava Coffee & Eatery 2.0 in Mataram, Indonesia. Utilizing a quantitative descriptive approach, data were collected through questionnaires, interviews, and documentation from a sample of 100 respondents selected using simple random and purposive sampling techniques. The analysis employed multiple linear regression, descriptive statistics, and hypothesis testing (t-test and F-test). The results reveal that both store atmosphere and product quality significantly affect consumer purchasing decisions when tested simultaneously. However, in partial testing, only product quality demonstrates a statistically significant positive influence, while store atmosphere has a comparatively weaker effect. Product quality emerges as the dominant factor shaping consumer decision-making at Kava Coffee & Eatery 2.0. These findings underscore the critical role of consistent product excellence in fostering consumer loyalty, suggesting that coffee shop managers should prioritize product innovation and quality enhancement to maintain competitive advantage.
Co-Authors Baharuddin, Sitti Mujahida