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All Journal Electronic Journal of Education, Social Economics and Technology
Helman Fachri
Universitas Muhammadiyah Pontianak, Pontianak, 78124
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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The Influence of Café Atmosphere, Service Quality, and Product Variety on Purchase Decisions at Ngopidiaphen in Pontianak City Detia Meisya; Helman Fachri
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.918

Abstract

This study aims to analyze the influence of Café Atmosphere, Service Quality, and Product Variety on Purchase Decisions at Ngopidiaphen in Pontianak City. This research employs a quantitative approach with a total of 100 respondents selected using an accidental sampling technique. Data were collected through observation, interviews, and questionnaires. The results of multiple linear regression analysis show the equation Y = 1.110 + 0.274X₁ + 0.182X₂ + 0.202X₃, with a correlation coefficient (R) of 0.719 indicating a strong relationship, and a coefficient of determination (R²) of 51.7%, meaning the remaining variation is influenced by other factors outside this study. The F-test results show that Café Atmosphere, Service Quality, and Product Variety simultaneously have a positive and significant effect on Purchase Decisions, with an F calculated value of 34.237 F table 3.09 and a significance value of 0.000 0.05. Partial t-tests also show that each variable has a positive and significant effect, with t calculated values for Café Atmosphere (3.133), Service Quality (2.077), and Product Variety (2.561), all greater than the t table value of 1.660. In conclusion, a comfortable café atmosphere, high-quality service, and diverse products make a real contribution to increasing consumers’ purchase decisions at Ngopidiaphen. The practical implication is that café owners are advised to consistently maintain the atmosphere, improve service quality, and innovate their menu. Future research is expected to include other variables such as promotion or pricing to produce more comprehensive results.
The Influence of Product Quality and Customer Reviews on Repurchase Intention Mediated by Customer Satisfaction in Shopee E-Commerce in Pontianak Muhammad Riyanto Saputra; Helman Fachri
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.1177

Abstract

This study aims to examine the influence of product quality and customer reviews on repurchase intention with customer satisfaction as a mediating variable among Shopee users in Pontianak. The research employed a quantitative approach through a survey method. Data were collected from 100 respondents using a Likert-scale questionnaire and analyzed using Structural Equation Modeling based on Partial Least Squares. The findings reveal that both product quality and customer reviews have a positive and significant effect on customer satisfaction, while satisfaction itself significantly influences repurchase intention. However, product quality does not directly affect repurchase intention, whereas customer reviews have a positive effect. Customer satisfaction was found to mediate the relationship between product quality and repurchase intention but not the relationship between customer reviews and repurchase intention. These results highlight the crucial role of satisfaction in linking product quality to repeat purchasing behavior and emphasize the importance of credible reviews in shaping consumers’ repurchase decisions. For future research, it is recommended to expand the study area and increase the sample size to enhance representativeness, as well as to include additional variables such as trust, perceived value, and shopping experience to provide a more comprehensive understanding of the factors influencing repurchase behavior in the e-commerce ecosystem.
Co-Authors Detia Meisya Muhammad Riyanto Saputra