Indonesian Journal of Economics, Social, and Humanities
Vol 7 No 3 (2025)

The Influence of Cafe Design and Price on Purchase Decision and Customer Satisfaction in Bukit Raya District, Pekanbaru

Ananda, Rizky (Unknown)
Kurniawati, Devi (Unknown)

Article Info

Publish Date
24 Sep 2025

Abstract

This study aims to examine the influence of cafe design and price on purchase decision and customer satisfaction among cafe visitors in Bukit Raya District, Pekanbaru. Using a quantitative approach with a sample of 180 respondents, data were collected via a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results show that both design and price have significant effects on purchase decisions and customer satisfaction. Moreover, purchase decision partially mediates the relationship between design, price, and satisfaction. The findings provide practical insights for cafe managers to enhance customer experience through strategic interior design and pricing policies.

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Journal Info
Indonesian Journal of Economics, Social, and Humanities
Website

Abbrev

ijesh

Publisher

Universitas Riau

Subject

Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

Description

Indonesian Journal of Economics, Social, and Humanities (IJESH) is a peer-reviewed academic journal of studies in the field of Economics, Social, and Humanities studies, both theories and practices published biannually in January and July by Research and Community Service Institution of Universitas ...