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.
