Business, Management and Accounting
2 years ago

Store Atmosphere and Brand Image Drive Consumer Purchasing Decisions at Coffee Shops

Formosa Journal of Sustainable Research
Analysis of the Influence of Brand Image and Store Atmosphere on Consumer Purchasing Decisions at Coffee Shops in Jakarta
Hendy Tannady, Yohanes Totok Suyoto, Magdalena

Paper Summary

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The study looked at what influences people's decisions to buy coffee at Stuja coffee shop in Jakarta. They found that the store's atmosphere and brand image are the main factors that affect these decisions. Specifically, having a convenient store layout and a strong brand image make customers more likely to buy coffee from Stuja Kopi Jakarta.