| dc.contributor.advisor | Fatchiya, Anna | |
| dc.contributor.author | Febrianti, Dila Alifia | |
| dc.date.accessioned | 2024-04-17T03:52:49Z | |
| dc.date.available | 2024-04-17T03:52:49Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/145989 | |
| dc.description.abstract | Berkembang pesatnya pertumbuhan coffee shop mengharuskan para pelaku usaha coffee shop untuk terus melakukan promosi dan inovasi agar usahanya dapat tetap bersaing. Salah satu upaya promosi yang dapat dilakukan adalah melalui store atmosphere pada coffee shop. Tujuan penelitian ini adalah untuk menganalisis kualitas store atmosphere, menganalisis efektivitas store atmosphere sebagai media promosi pada coffee shop “Tanmu Coffee”, dan juga menganalisis pengaruh elemen store atmosphere dalam meningkatkan efektivitas promosi. Metode penelitian ini adalah kuantitatif dengan menyebarkan kuesioner online kepada 72 konsumen Tanmu Coffee serta didukung dengan metode kualitatif yang dilakukan dengan wawancara mendalam. Teknik pemilihan responden pada penelitian ini menggunakan non-probability sampling dengan prosedur accidental sampling. Analisis data pada penelitian ini menggunakan uji regresi logistik biner dengan software IBM SPSS Statistic 25. Hasil penelitian menunjukkan seluruh elemen store atmosphere yang terdiri exterior, general interior, store layout, interior display, dan presentasi coffee shop dari pada Tanmu coffee berpengaruh positif dan signifikan terhadap efektivitas promosi karena mampu meningkatkan attention, interest, desire, dan action (AIDA) konsumen. Kata kunci: Coffee shop, efektivitas, promosi, store atmosphere | id |
| dc.description.abstract | The rapid growth of coffee shop growth requires coffee shop business actors to continue to promote and innovate so that their business can remain competitive. One of the promotional efforts that can be done is through the store atmosphere at the coffee shop. The purpose of this study is to analyze the quality of the store atmosphere, analyze the effectiveness of the store atmosphere as a promotional medium at the "Tanmu Coffee" coffee shop, and also analyze the influence of store atmosphere elements in increasing promotional effectiveness. This research method is quantitative by distributing online questionnaires to 72 Tanmu Coffee consumers and supported by qualitative methods conducted by in-depth interviews. The respondent selection technique in this study used non-probability sampling with accidental sampling procedures. The results showed that all store atmosphere elements consisting of exterior, general interior, store layout, interior display, and coffee shop presentation of Tanmu coffee had a positive and significant effect on promotional effectiveness because they were able to increase consumer attention, interest, desire, and action (AIDA). | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Efektivitas Store Atmosphere sebagai media promosi pada coffee shop "Tanmu Coffee" | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | Coffee shop | id |
| dc.subject.keyword | Efectiveness | id |
| dc.subject.keyword | Promotion | id |
| dc.subject.keyword | Store atmosphere | id |
