THE EFFECT OF STORE VISUAL, PRICE AND QUALITY TOWARDS CUSTOMER PREFERENCES MEDIATED BY EMOTION AND IMPRESSION IN EXCELSO COFFEE SHOP

Abstract

Purpose – The purpose of this research is to determine the factors for consumers before choosing a coffee shop explicitly. The main thing to do is that the criteria to be chosen are in accordance with the physical environment to examine the relationship between the factors and customer preferences. Design/methodology/approach – 27 construct measurements were distributed to the people who ever visit Excelso Coffee Shop in Greater Jakarta. Using quantitative techniques, this research use non-probability sampling. The sample collected was 302 which consist of 200 respondents of Excelso Coffee Shop visitors. Partial least squares structural equation modeling conducted to hypothesis test. Findings – Impression is influence by Ambience and Atmosphere. Meanwhile, Layout does not significantly influence Impression. In contrary, Emotion is only influence by Layout, but not by Ambience and Atmosphere. Impression, Price and Quality are influencing Customer Preference. However, Emotion does not influence Customer Preference. Value – This study aims to provide insight into the coffee shop industry especially in customer preferences that have never been done so far.