The Influence Of Building And Atmosphere On The Development Of Coffee Shop Businesses In The SDGs Era Through Social Media As Intervening Variable

Achmad Faqih; Siti Aisyah; Wachdijono Wachdijono; Eva Rosdiana

doi:10.30988/jmil.v6i1.1010

The Influence Of Building And Atmosphere On The Development Of Coffee Shop Businesses In The SDGs Era Through Social Media As Intervening Variable

Achmad Faqih⁽¹⁾, Siti Aisyah⁽²⁾, Wachdijono Wachdijono⁽³⁾, Eva Rosdiana⁽⁴⁾,

(1) Agribusiness Program, Faculty of Agriculture, Swadaya Gunung Jati University Pemuda Street No.32 Cirebon City
(2) Agribusiness Program, Faculty of Agriculture, Swadaya Gunung Jati University Pemuda Street No.32 Cirebon City
(3) Agribusiness Program, Faculty of Agriculture, Swadaya Gunung Jati University Pemuda Street No.32 Cirebon City
(4) Agribusiness Program, Faculty of Agriculture, Swadaya Gunung Jati University Pemuda Street No.32 Cirebon City

Corresponding Author

Abstract

The purpose of this research is to analyze the variables of the coffee shop building and atmosphere directly on the social media variables, and to analyze the influence of the coffee shop building and atmosphere variables indirectly on the business development variables through social media variables. The research time is in May-July 2021 and the location is a coffee shop in Cirebon City. The research design is quantitative with a survey method. The research population is the owner of the coffee shop, amounting to 85 people so that the sampling technique is carried out by census. Measurement of data with Liker Scale and data analysis using path analysis. The results of the study concluded that the variables of the building and the atmosphere of the coffee shop had a positive effect on social media, and the building and atmosphere of the coffee shop had a positive effect on business development through social media in the coffee shop in the city of Cirebon. The results of this study are expected to be input for coffee shop owners in managing their business in this SDGs era.

Keywords

business development, coffee shop, intervening variable, path analysis

References

E. A. Begum, K. Yavuz, and K. Piotr, "Impact of Social Media in Coffee Retail Business," Journal of Business and Economic Development, vol. 5, no. 1, pp. 44-55, 2020.

J. Aboiron and J. Aubin, "Influence of store atmosphere on the shopper’s behavior: the case of Yves Rocher," Journal of Business and Economics, vol. 7, no. 12, pp. 2058-2069, 2016.

A. Adeleke, "A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses," Open Journal of Business and Management, vol. 8, no. 2, pp. 726-753, 2020.

P. D. H. Ardana, N. K. Astariani, and I. Sudika, "The influence of leadership style on employee performance in construction company," 2018.

S. Chatterjee, "Brand loyalty on the basis of olfactory techniques using discriminant analysis: a case of cafe coffee day store in Kolkata, India," Academy of Marketing Studies Journal, vol. 21, no. 1, pp. 1-6, 2017.

C. Cobanoglu, A. Bilgihan, K. K. Nusair, and K. Berezina, "The impact of Wi-Fi service in restaurants on customers' likelihood of return to a restaurant," Journal of Foodservice Business Research, vol. 15, no. 3, pp. 285-299, 2012.

S. A. ElQuliti and A. G. Elalem, "Feasibility Study for Establishing a Restaurant in Jeddah," American Academic Scientific Research Journal for Engineering, Technology, and Sciences, vol. 40, no. 1, pp. 143-167, 2018.

W. C. Foo, N. H. Bajuri, and K. Y. Wong, "Overview on SMEs family-run local coffee shop in Malaysia: Challenges and determinants of survival," Jurnal Teknologi, vol. 64, no. 2, 2013.

J. Hanaysha, "Examining the effects of employee empowerment, teamwork, and employee training on organizational commitment," Procedia-Social and Behavioral Sciences, vol. 229, pp. 298-306, 2016.

A. S. Hanafi, C. Almy, and M. T. Siregar, "Pengaruh gaya kepemimpinan dan motivasi kerja terhadap kinerja pegawai," Jurnal Manajemen Industri dan Logistik, vol. 2, no. 1, pp. 52-61, 2018.

J. Kang, L. Tang, and A. M. Fiore, "Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation," International Journal of Hospitality Management, vol. 36, pp. 145-155, 2014.

M.-J. Kang, Y.-S. WAN, and H.-J. Hwang, "The study on the effect of experience values of Chinese coffee shop on the intent of revisiting of consumers: Focusing on the mediation effect of emotional responses," Journal of Distribution Science, vol. 17, no. 11, pp. 47-52, 2019.

K. D. Larasita, "Implementasi strategi brand activation Jakarta Good Guide sebagai bentuk brand communication di masa pandemi melalui kegiatan tur virtual," Universitas Pelita Harapan, 2021.

C. Lazaris, A. Vrechopoulos, P. Sarantopoulos, and G. Doukidis, "Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention," Journal of Retailing and Consumer Services, vol. 64, p. 102731, 2022.

I. Ghozali, "Multivariate analysis application with SPSS program," Semarang: Diponegoro University Publishing Agency, 2011.

E. Lepkowska-White, A. Parsons, and W. Berg, "Social media marketing management: an application to small restaurants in the US," International Journal of Culture, Tourism and Hospitality Research, 2019.

S. G. Mun and S. S. Jang, "Working capital, cash holding, and profitability of restaurant firms," International Journal of Hospitality Management, vol. 48, pp. 1-11, 2015.

N. N. Popy and T. A. Bappy, "Attitude toward social media reviews and restaurant visit intention: a Bangladeshi perspective," South Asian Journal of Business Studies, 2020.

B.-S. Shin and K.-S. Kim, "Coffee shops' quality classification and customer satisfaction improvement index by Kano model," The Journal of the Korea Contents Association, vol. 12, no. 7, pp. 346-357, 2012.

G. N. Torga and E. E. Spers, "Perspectives of global coffee demand," in Coffee Consumption and Industry Strategies in Brazil: Elsevier, 2020, pp. 21-49.

R. V. Nugraha, "Pengaruh Inovasi Produk, Kualitas Informasi, Inovasi Proses terhadap Kinerja Operasi Perusahaan Coffee Shop di Yogyakarta," Universitas Islam Indonesia, 2020.

Full Text: PDF - full text