PENGARUH SUASANA KAFE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Konsumen Blyss Café and Eatery Kota Batu)

The purpose of this study is to determine the influence of café atmosphere and service quality on purchasing decisions, both partially and simultaneously, among consumers of Blyss Café. This research applies a quantitative associative approach with an explanatory research design. Data were collected through questionnaires distributed to respondents selected using purposive sampling techniques. The analysis was conducted using multiple linear regression with the assistance of SPSS software. The results of the t-test indicate that café atmosphere has a significant effect on purchasing decisions. Likewise, service quality was also found to
significantly influence purchasing decisions and contributes more dominantly than the café atmosphere, making it the most influential variable. Furthermore, based on the F-test, both independent variables jointly have a significant impact on purchasing decisions. The findings conclude that both café atmosphere and service quality play important roles in shaping consumer purchasing decisions, with service quality being the dominant factor. The implication of this research highlights the importance of consistently improving service quality and managing café atmosphere to retain and increase consumer purchasing interest.