Location, Store Atmosphere, and Price as Determinants of Konnichiwa Coffee Purchase Decisions

Abstract

This study aims to empirically test location, store atmosphere, and price as determinants of purchase decisions for Kopi Konnichiwa. This research is a quantitative study with an associative approach. The data used are primary data collected thru the distribution of questionnaires using non-probability sampling techniques with the convenience sampling method. Data collection was conducted over two days thru google form to customers of Kopi Konnichiwa located at RS Harapan Kita, with a total of 100 respondents. The research variables were measured using several indicators, namely location (5 indicators), store atmosphere (6 indicators), price (4 indicators), and purchase decision (5 indicators). The data analysis technique uses structural equation modeling (SEM) based on partial least square (PLS) with the help of the smart-PLS 4.1 application, including outer model testing, inner model testing, and hypothesis testing. The novelty in this research lies in the context of the study conducted in a hospital environment, which has different consumer characteristics compared to commercial locations in general, thus providing a new perspective in the study of consumer behavior, particularly in the coffee industry. The research results show that location (X₁) has a negative impact on purchase decisions (Y), while store atmosphere (X₂) and price (X₃) have a positive impact as determinants of purchase decisions for Konnichiwa Coffee. The implications of this research for business managers are the need to enhance the visibility and accessibility of the outlet thru the installation of more eye-catching signage, promotions in strategic areas such as the hospital entrance, and collaboration with other tenants within the building. Improving these aspects is expected to enhance the attractiveness and consumer experience in making purchases.

Abstrak - Penelitian ini bertujuan untuk menguji secara empiris lokasi, store atmosfer, dan harga sebagai penentu keputusan pembelian Kopi Konnichiwa. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan asosiatif. Data yang digunakan adalah data primer yang dikumpulkan melalui penyebaran kuesioner menggunakan teknik non-probability sampling dengan metode convenience sampling. Pengumpulan data dilakukan selama dua hari melalui google form kepada pelanggan Kopi Konnichiwa yang berlokasi di RS Harapan Kita, dengan jumlah responden sebanyak 100 orang. Variabel penelitian diukur menggunakan beberapa indikator, yaitu lokasi (5 indikator), store atmosphere (6 indikator), harga (4 indikator), dan keputusan pembelian (5 indikator). Teknik analisis data menggunakan structural equation modeling (SEM) berbasis partial least square (PLS) dengan bantuan aplikasi smart-PLS 4.1, meliputi pengujian outer model, inner model, dan uji hipotesis. Kebaruan (novelty) dalam penelitian ini terletak pada konteks penelitian yang dilakukan di lingkungan rumah sakit, yang memiliki karakteristik konsumen berbeda dibandingkan dengan lokasi komersial pada umumnya, sehingga memberikan perspektif baru dalam kajian perilaku konsumen, khususnya pada industri kopi. Hasil penelitian menunjukkan bahwa lokasi (X₁) berpengaruh negatif terhadap keputusan pembelian (Y), sedangkan store atmosphere (X₂) dan harga (X₃) berpengaruh positif sebagai penentu keputusan pembelian Kopi Konnichiwa. Implikasi penelitian ini bagi pengelola usaha adalah perlunya meningkatkan visibilitas dan aksesibilitas gerai melalui pemasangan signage yang lebih mencolok, promosi di area strategis seperti pintu masuk rumah sakit, serta kerja sama dengan tenant lain di dalam gedung. Perbaikan aspek tersebut diharapkan dapat meningkatkan daya tarik dan pengalaman konsumen dalam melakukan pembelian.