The Effect of Café Atmosphere on Generation Y (Millennials) Purchase Decisions on Oase Cafe

Abstract

Aims: The purpose of this study is to investigate the impact of cafe ambiance (outside, general interior, interior display, and store layout) on generation Y (Millennials) purchasing decisions at OASE Café. Study Design: Using quantitative approaches, this form of research is causative. Place and Duration of Study: Sumbawa Region at OASE Bakery & Lounge Café, November 2021-December 2021 Methodology: Multiple linear regression analysis was utilized to analyze the data in this study. The data used are primary data acquired from the field through interviews and questionnaires given to respondents who have made purchases and consumed products at OASE Bakery & Lounge Café. This study also makes use of secondary data to supplement primary data, which is supposed to be in the form of company profile data. Data was collected through distributing questionnaires to respondents, assessing data using a Likert scale with four points, and employing documentation procedures to obtain data from multiple sources. Non-probability sampling is utilized in the data collection process. Purposive sampling was employed in conjunction with convenience sampling. There were 100 samples used. Results: The findings revealed that the exterior had no and no significant effect on purchasing decisions, while general interiors had a significant and positive effect, interior displays had a significant effect on purchasing decisions, and store layout had a significant effect on purchasing decisions. Conclusion: From the analysis of research results on the variables that influence purchasing decisions at OASE Café, the following conclusions are based on the results of calculations that have been done exterior, variables do not affect purchasing decisions, meanwhile the other variable affected purchasing decisions.