PENGARUH STORE ATMOSPHERE DAN BRAND IMAGE TERHADAP PURCHASE DECISION PADA KONSUMEN PEACOCKOFFIE KOTA SEMARANG

Shafa Salsabila ("Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275".)
Widayanto Widayanto ("Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275".)
Dinalestari Purbawati (Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275)

Jurnal Ilmu Administrasi Bisnis
Vol 14, No 1 (2025)

Abstract : Peacockoffie is a coffee shop that has been established in the city of Semarang for a long time since 2016. There are problems with Peacockoffie, namely sales data which decreases every year, there are many negative reviews by Peacockoffie consumers which causes Peacockoffie's rating to decrease. Due to these problems, this research aims to determine the influence of store atmosphere and brand image on the purchase decisions of Peacockoffie consumers in Semarang City. This research uses a quantitative approach with explanatory research type, examining Peacockoffie consumers in Semarang City with 97 respondents using nonprobability sampling techniques. Analysis was carried out using the PLS (Partial Least Square) method via SmartPLS 3.3.3 software. The research results show that store atmosphere and brand image have a positive effect on purchase decisions, which means more comfortable the store atmosphere and the better the brand image on Peacockoffie, the higher the purchasing decision and that strengthening the store atmosphere and brand image can increase consumer purchase decisions at Peacockoffie Semarang City. This research suggests the need to add bright lights and a large logo so that the shop facade is clearly visible. Apart from that, Peacockoffie needs to clean the room regularly 3 times a day and provide complaint services to consumers who have had bad experiences when visiting Peacockoffie. Keywords: Store Atmosphere; Brand Image; Purchase decision Abstrak : Peacockoffie merupakan salah satu coffee shop yang sudah lama berdiri di Kota Semarang sejak tahun 2016. Terdapat permasalahan yang ada di Peacockoffie yaitu data penjualan yang tiap tahun mengalami penurunan, banyak ulasan negatif oleh konsumen Peacockoffie yang menyebabkan rating Peacockoffie menurun. Adanya permasalahan tersebut, maka penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere dan brand image terhadap purchase decision konsumen Peacockoffie di Kota Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian eksplanatori, meneliti konsumen Peacockoffie di Kota Semarang dengan 97 responden menggunakan teknik nonprobability sampling. Analisis dilakukan dengan menggunakan metode PLS (Partial Least Square) melalui perangkat lunak SmartPLS 3.3.3. Hasil penelitian menunjukkan bahwa store atmosphere dan brand image berpengaruh positif terhadap purchase decision, artinya semakin nyaman store atmosphere dan semakin baik brand image akan semakin tinggi juga keputusan pembelian serta dengan memperkuat store atmosphere dan brand image dapat meningkatkan purchase decision konsumen pada Peacockoffie Kota Semarang. Penelitian ini menyarakankan perlunya melakukan penambahan lampu yang terang dan logo yang besar agar fasad toko terlihat jelas. Selain itu, Peacockoffie perlu membersihkan ruangan secara berkala sehari 3 kali dan memberikan layanan keluhan pada konsumen yang merasakan pengalaman buruk pada saat berkunjung ke Peacockoffie. Kata kunci: Store Atmosphere; Brand Image; Purchase decision