THE FACTORS INFLUENCING CONSUMERS’ PURCHASE INTENTION AT KOREAN THEMATIC CAFÉ (CASE STUDY: CHINGU CAFÉ)

• Main Author: Vinon Parta Wijaya, Ketut
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72370
• Institution: Institut Teknologi Bandung

In the present time, Korean thematic café has become popular in Indonesia where service quality becomes an important part to be considered in order to attract consumers and to compete in the marketplace. Its atmosphere and food quality also plays an important role in atracting consumers’ interest as well as their purchase intention. Previous studies also learn that service quality, atmosphere, and food quality are the factors in influencing consumers’ purchase intention and eventually have a positive relationship with it intention (Worek, Kindangen, and Worang, 2015; Qin and Prybutok 2009; Omotayo and Joachim, 2008). This research applied a quantitative method by survei with a sample of 384 respondents who has been to Chingu Café. It performed descriptive analysis in order to provide descriptive texts of explanation regarding the findings, validity and reliability analysis in order to measure the questionnaire, and classic assumption test to learn the feasibility of data before conducting the last technique which is multiple linear regression to learn the relationship of Korean thematic café’s service quality’s dimensions, atmosphere, and food quality with consumers’ purchase intention. Based on the findings of this research, it is able to be learned that tangible dimension, reliability dimension, responsiveness dimension, empathy dimension, atmosphere, and food quality have a positive influence on consumers’ purchase intention. It is indicated that tangible dimension plays the most important role in influencing purchase intention. Uniqely, consumers who have the most interest at Korean thematic café are females with occupation as university students.