The Effect Of Store Atmosphere And Word Of Mouth On Consumer Purchase Decisions At Cafe Traffic Light Koffie Cilacap

Aghni Nur Rahmah, Siti Zulaikha Wulandari, Najmudin Najmudin


Changes in preference, lifestyle, and procedure to enjoy and consume food and drinks such as coffee in
the community encourage culinary entrepreneurs to make innovations by creating a different cafe
atmosphere (Store Atmosphere). Store Atmosphere is one of the factors in attracting consumers to buy
and linger in the café, just to talk and get together for consumers who want to take a break from the
business of their activity and word of mouth promotions, which is indirect promotions carried out by
visitors in the fo
influence purchasing decisions. This study aims to determine and analyze the effect of Store Atmosphere
(X1) and Word Of Mouth (X2) on consumer purchasing decisions (Y) in the study of Traffic Light Koffie
cafe. The study used quantitative methods by providing online questionnaires to Cafe Traffic Light Koffie
consumers. The total sample used is 100 respondents. The Store Atmosphere is the first factor for visitors
to come to the cafe, and then the next visitor's consideration is the Word Of Mouth from visitors who have
come before.
Keywords: Store atmosphere; Word of mouth; Cafe visitors.

Full Text:



Utami, Christina Widya. (2010).Retail Management. Jakarta: Salemba Empat.

Levi, Michael, & Weitz, Bortom A, 2001, Retail Management, Fourth edition, Richard D. Irwin Inc

Pan, FC., Su, SJ., Chiang, CC. (2008). Dual attractiveness of winery: Atmospheric cues on

purchasing.International Journal of Wine Business Research, 20(2), 95-110. Emerald Group

Publishing Limited.

Hassan, Ali. 2010.Word of mouth marketing. Yogyakarta: Media Pressindo.

Suryani, Tatik. 2013.Consumer Behavior in the Internet Age: Implications for Marketing Strategy.

Yogyakarta: Graha Ilmu.

Kotler, Philip & Keller, Kevin Lane. 2007.Marketing Management. Twelfth Edition. Volumes 1 and 2.

Translated by Benjamin Molan. Jakarta: PT Index.

Sutisna, 2012. Consumer Behavior and Marketing Communication. Second edition. Bandung.

Andy, Sernovitz. 2010.Word Of Mouth Marketing : How Smart Companies Get People Talking (Revised

Edition). New York: Kaplan Publishing.

Hasan, Ali, 2010. Word of mouth marketing, Yogyakarta.

Hermawan. Kartajaya (2006). Hermawan Kartajaya inc Marketing Mix series 9 Elements of Marketing.

Bandung: PT Mizan Pustaka.

Dessyana, CJ (2013). Store atmosphere influence on consumer purchasing decisions at Texas Chicken

Multimart II Manado. EMBA Journal, 1(3). Retrieved April 3, 2015, from

Kotler, K. & Keller, KL (2012). Marketing Management (14th ed.). Global Edition. New Jersey: Pearson

Prentice Hall.

Schiffman, Leon and Leslie Lazar Kanuk. 2008.Consumer behavior. Translated by: Zoelkifli Kasip. Seventh

Edition. Fourth Printing. Jakarta: PT. Index.

Dharmmesta, Basu and Hani T Handoko. 2011.Marketing Management Consumer Behavior Analysis. Volume 2. Jakarta: PT. Binarupa Aksara.


  • There are currently no refbacks.