Lokasi Strategis dan Store Atmosphere: Determinan Keputusan Pembelian Konsumen di Outlet Kopi Kenangan Kota Medan

Dian Noviana

doi:10.64276/ams.v1i2.58

Authors

Dian Noviana Politeknik Unggul LP3M

DOI:

https://doi.org/10.64276/ams.v1i2.58

Keywords:

Location, Store Atmosphere, Purchasing Decision, Consumer, Kopi Kenangan

Abstract

This study supposed to analyze the role of store location and atmosphere in influencing consumer purchasing decisions at Kopi Kenangan outlets in Medan City. The research employs a descriptive qualitative approach, with data collected through questionnaires, interviews, observation, and documentation. A total of 83 respondents were selected using accidental sampling techniques. The results show that a strategic location, easy accessibility, and proximity to consumers’ daily activities significantly affect purchasing decisions. Moreover, a pleasant store atmosphere, cleanliness, appropriate lighting and background music, and friendly service contribute to a positive consumer experience and foster brand loyalty. In conclusion, both location and store atmosphere play a crucial role in shaping consumer purchasing behavior. Therefore, managing these aspects effectively can serve as a key strategy to maintain and expand Kopi Kenangan’s market share.

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