An Investigation of Cafe Atmosphere and Value Creation on Guest Decision in Makassar City

Abstract

Various studies have been conducted regarding the decision to visit a cafe. The decision to visit a cafe is a topic that remains hotly researched, especially with the emergence of variations in governance by creating a cafe atmosphere and value creation of cafe. This study aims to analyze the impact of cafe atmosphere and value creation on visitor decisions at several cafes in Bumi Tamalanrea Permai, Makassar City - Indonesia. The design of this study is a causal relationship design using survey methods to collect data through distributing questionnaires to 150 visitors to several cafes. The data were analyzed using multiple linear regression analysis through SPSS version 25 software. The results of this study indicate that the two factors studied, namely cafe atmosphere and value creation, have a significant and positive effect on visitor decisions at several cafes. This research was conducted in a unit of analysis that varies greatly in population members so that the total sample used is not in accordance with the proportions of each population characteristic.