The Influence of Store Atmosphere, Prices, And Promotions to Consumer Loyalty on Café in Makassar

Abstract

Along with the times, the patterns and lifestyles of people in Indonesia have also experienced significant changes. Changes in lifestyle and the increase in coffee consumption in Indonesia then encourage the development of cafes in Indonesia. However, the COVID-19 pandemic that hit Indonesia led to the emergence of large-scale social restrictions (PSBB), restrictions on working or working from home (WFH), and the habit of staying at home (stay at home) changing people's habits of enjoying coffee in cafes. and cause the cafe business to decline so that the operational costs borne by the cafe business owner are high. The increase in operational costs causes cafe owners to need to review their business to attract consumers back and create consumer loyalty. Several ways that can be done in attracting consumer loyalty are through store atmosphere, prices and promotions.

The purpose of this study was to see the effect of store atmosphere, price, and promotion on consumer loyalty either simultaneously or partially. The research method uses research instrument testing in the form of validity testing, reliability testing, multiple regression analysis, and hypothesis testing, namely the F test to see the effect simultaneously and the t-test to see the partial effect. The targeted output is to provide benefits to business owners so that in the future they can use this research as consideration and input in developing or running their business.