Electronic Journal of Education.
Social Economics and Technology Vol.
No.
2, .
, pp.
Article ID: 918 ISSN 2723-6250 .
DOI: https://doi.
org/10.
33122/ejeset.
Research Article The Influence of Cafy Atmosphere.
Service Quality, and Product Variety on Purchase Decisions at Ngopidiaphen in Pontianak City Detia Meisya*, and Helman Fachri Faculty of Economic and Business.
Universitas Muhammadiyah Pontianak.
Pontianak.
Indonesia, 78124 *Corresponding Author: 211310149@unmuhpnk.
id | Phone: 62 831-4170-3249
ABSTRACT
This study aims to analyze the influence of Cafy Atmosphere.
Service Quality, and Product Variety on Purchase Decisions at Ngopidiaphen in Pontianak City.
This research employs a quantitative approach with a total of 100 respondents selected using an accidental sampling technique.
Data were collected through observation, interviews, and The results of multiple linear regression analysis show the equation Y = 1.
274XCA 0.
182XCC
202XCE, with a correlation coefficient (R) of 0.
719 indicating a strong relationship, and a coefficient of determination (RA) of 51.
7%, meaning the remaining variation is influenced by other factors outside this study.
The F-test results show that Cafy Atmosphere.
Service Quality, and Product Variety simultaneously have a positive and significant effect on Purchase Decisions, with an F calculated value of 34.
237 > F table 3.
09 and a significance value of 0.
000 < 0.
Partial t-tests also show that each variable has a positive and significant effect, with t calculated values for Cafy Atmosphere .
Service Quality .
, and Product Variety .
, all greater than the t table value of 1.
In conclusion, a comfortable cafy atmosphere, high-quality service, and diverse products make a real contribution to increasing consumersAo purchase decisions at Ngopidiaphen.
The practical implication is that cafy owners are advised to consistently maintain the atmosphere, improve service quality, and innovate their menu.
Future research is expected to include other variables such as promotion or pricing to produce more comprehensive results.
Keywords: Cafy Atmosphere.
Service Quality.
Product Variety.
Purchase Decisions INTRODUCTION Along with the passage of time, the cafy industry has shown increasingly rapid growth.
The emergence of numerous cafy businesses has triggered more intense competition in this sector.
The presence of cafys, especially in urban areas, has become part of the lifestyle for many people.
Many individuals need a place to unwind after engaging in work or study activities.
cafy today is not only a place to enjoy food and beverages but also serves as a space for various purposes, such as gathering with friends, family, or partners.
In addition, cafys are often used as alternative places to work on assignments or professional tasks because they offer a comfortable atmosphere and supporting facilities such as Wi-Fi access.
Therefore, cafy owners are required to keep innovating and competing to ensure their businesses can survive.
Such efforts can be carried out by increasing sales, providing facilities that support customer comfort, and offering quality products.
This condition makes competition among cafys increasingly competitive, requiring precise strategies to attract attention and maintain customer loyalty.
The phenomenon of Ngopidiaphen in Pontianak illustrates how the trend of spending leisure time in coffee shops has become part of young people's lifestyles, as well as a means for socializing and self-expression.
Its unique name.
AuNgopidiaphen,Ay which was inspired by the name of the ownerAos child.
Galih Bismara, serves as a distinctive identity that is easy to remember and attracts attention.
Its thoughtfully designed space, comfortable atmosphere, aesthetic lighting, and Wi-Fi facilities make Ngopidiaphen a popular choice for relaxing, working, or hanging out with friends.
This further strengthens NgopidiaphenAos image among PontianakAos millennial generation.
Based on interviews with the owner of Ngopidiaphen.
Mr.
Galih Bismara, it is known that this cafy provides both indoor and outdoor areas, each designed to leave a memorable impression on visitors.
The indoor area offers air-conditioned rooms with a comfortable ambiance.
Meanwhile, the outdoor area is divided into two spots: a terrace and the front yard of the terrace, equipped with a canopy and a variety of plants that enhance the fresh and soothing atmosphere while enjoying These two areas are designed to allow guests to choose the atmosphere that suits their preferences.
Overall.
Ngopidiaphen adopts a modern, aesthetic, and comfortable concept, appearing minimalist yet elegant.
The color palette predominantly features wood and brown tones, combined with wooden furniture that adds a warm nuance.
Additionally, a spacious parking area is provided in the front yard to support visitorsAo comfort.
Based on Table 1 shows NgopidiaphenAos sales data from 2022 to 2024:
Page 1 of 8 Meisya & Fachri Year Source: Ngopidiaphen, 2025 Electronic Journal of Education.
Social Economic and Technology.
Vol.
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Article ID: 918 Table 1.
Ngopidiaphen Cafy Sales Volume 2022Ae2024 Sales Volume (IDR) Percentage (%) 34,81 .
Based on Table 1 indicates that total sales in 2023 increased by 34.
81% compared to 2022, while sales in 2024 experienced a slight decrease of 1.
85% from 2022.
One of the key strategies to attract customer interest is creating a supportive cafy atmosphere.
Although there are various factors that may influence consumersAo purchasing decisions, the atmosphere remains one of the main elements.
According to Makarueh et al.
, a cafyAos atmosphere can create different experiences for each visitor, as it involves the design of both interior and exterior spaces, lighting, music, and layout, all of which shape the perception of comfort or Ningsih .
emphasizes that interior decoration can affect consumers visually, mentally, and through the senses simultaneously, so a well-arranged space will make guests feel at home.
This aligns with Tjiptono .
, who notes that cafy atmosphere is an essential part of marketing, as it significantly contributes to the overall experience, satisfaction, loyalty, and even profitability.
Hendi .
adds that the atmosphere inside the store including architecture, layout, lighting, color choices, temperature, music, and aroma can influence consumersAo purchasing decisions.
Beyond atmosphere, the aspect of service quality also plays a crucial role in influencing consumersAo buying decisions.
Asti and Ayuningtyas .
state that service quality reflects the level of excellence expected by customers to meet their Rahardjo and Yulianto .
explain that service provision has different dimensions from physical products because of its intangible nature, making consistency vital in encouraging repeat purchases.
Kasinem .
emphasizes that delivering optimal service can fulfill customersAo expectations, especially in cafys or coffee shops, where staff friendliness, responsiveness, and professionalism directly impact customer comfort.
Yurindera .
further argues that service quality can be assessed through the overall level of satisfaction experienced by customers with the services received.
Product variety is also a key aspect that business owners need to pay attention to.
Lovelock and Wirtz .
assert that product diversity is part of a strategy to offer consumers a broad range of choices, thereby creating added value in the purchasing process.
Tjiptono .
explains that expanding a product line helps meet the needs of a heterogeneous market while maintaining the uniqueness and superiority of each product offered.
Kotler and Armstrong .
emphasize that consumers do not merely buy products.
they also seek satisfaction and value inherent in those products.
Lestari .
adds that product variety can be realized through innovation, whether by introducing new products or developing variations of existing ones, so that customers feel they have more alternatives to choose from.
Meanwhile, purchasing decision, as the dependent variable in this research, represents the final stage of the entire customer experience process.
Rachmadani and Soebiantoro .
describe purchasing decisions as a series of actions and psychological processes carried out by consumers before deciding to buy goods or services to fulfill their needs or desires.
Didik .
explains that purchasing decisions involve activities by individuals, groups, or organizations to ensure that the product or service meets their expectations.
Kristiawan and Keni .
highlight that the choice to purchase or not is an integral behavior of each consumer.
Menu variations, a cozy cafy atmosphere, satisfying service quality, and unique products offered will all influence customers when evaluating and determining their purchasing decisions, especially in the increasingly competitive coffee shop industry.
Observing the intensifying competition in the cafy business, business owners are required to formulate effective strategies to win the hearts of their customers.
One such effort is to pay close attention to factors believed to influence consumersAo buying decisions.
In this context, a comfortable cafy atmosphere, excellent service quality, and diverse product offerings are three main aspects that deserve to be examined in depth.
Therefore, this study is directed to answer the fundamental question of whether these three factors, cafy atmosphere, service quality, and product variety truly affect purchasing decisions at Ngopidiaphen in Pontianak.
In line with that, this research also aims to explore how significant the influence of each variable is in driving consumers to make purchasing decisions so that the findings can serve as practical insights for cafy managers to enhance customer satisfaction and maintain loyalty amid the increasingly competitive market.
RESEARCH METHOD
Type of Research This research employs a quantitative approach.
According to Sugiyono .
, quantitative methods are research methods that, in principle, aim to answer problems, where the problem is a deviation between what should be and what actually This approach was chosen to examine the effect of Cafy Atmosphere.
Service Quality, and Product Variety on Purchase Decisions at Ngopidiaphen in Pontianak City.
Data Collection Techniques The data collection techniques used in this study consist of primary data and secondary data.
Primary data were collected through observation, interviews, and questionnaires.
Observation was conducted to directly observe the activities and operations at Ngopidiaphen Cafy.
According to Sugiyono .
, observation is the systematic collection of data through direct observation and recording.
Interviews were conducted with the cafy owner and consumers to gather information related to the ownerAos challenges and customer complaints.
According to Siregar .
, an interview is the process of Page 2 of 8 Meisya & Fachri Electronic Journal of Education.
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Article ID: 918 obtaining information/data for research purposes through question and answer sessions conducted face-to-face between the interviewer and the respondent.
Questionnaires were distributed to customers who made purchases at Ngopidiaphen Cafy.
According to Siregar .
, a questionnaire is a data collection technique conducted by giving a set of written questions or statements to respondents to answer.
Secondary data in this study include product pricing data and annual sales figures of food and beverages at Ngopidiaphen Cafy.
According to Siregar .
, secondary data are data published or used by organizations that did not process them.
Population and Sample The population in this study comprises all customers of Ngopidiaphen Cafy, whose exact number is unknown.
According to Sugiyono .
, a population is a generalization area consisting of objects/subjects with certain qualities and characteristics determined by the researcher to be studied and from which conclusions are drawn.
According to Kurniawan .
, when the population size is unknown, the sample size is determined using a statistical formula:
4(Mo.
A With a confidence level of 95% (Z = 1.
and a margin of error (Mo.
of 10% .
Based on the calculation results, the sample size used by the researcher is 100 respondents.
The sampling technique employed was accidental sampling, meaning anyone who coincidentally met the researcher could be used as a respondent (Sugiyono, 2.
Research Variables and Measurement Scale The study consists of independent and dependent variables.
The independent variables are Cafy Atmosphere (X.
Service Quality (X.
, and Product Variety (X.
, while the dependent variable is Purchase Decision (Y).
The measurement uses a Likert Scale to measure respondentsAo attitudes, opinions, and perceptions (Sugiyono, 2.
The Likert Scale employed consists of five response alternatives with scores ranging from Strongly Agree .
to Strongly Disagree .
Data Analysis Techniques Data analysis in this research includes instrument validity and reliability tests using the product moment correlation, deemed valid if the correlation coefficient > 0.
3 and exceeds the r-table (Sugiyono, 2.
, and reliable if the CronbachAos Alpha value > 0.
60 (Siregar, 2.
Classical assumption tests comprise a normality test using the Kolmogorov-Smirnov method .
robability > 0.
(Siregar, 2.
, a linearity test using Deviation From Linearity .
ignificance > 0.
(Ghozali, 2.
, and a multicollinearity test by observing VIF values < 10 and Tolerance > 0.
10 (Ghozali, 2.
Multiple linear regression analysis is used to examine the influence of independent variables on the dependent variable with the equation Y = a b1X1 b2X2 b3X3 (Siregar, 2.
The strength and direction of the relationship between variables are analyzed using the correlation coefficient (R) (Siregar, 2.
and the coefficient of determination (RA) to measure the contribution of independent variables (Ghozali, 2.
Furthermore, significance tests are conducted simultaneously using the F-test (Ghozali, 2.
and partially using the t-test (Ghozali, 2.
RESULTS AND DISCUSSION
1 Test Research Instruments 1 Validity Test The validity test aims to assess the extent to which items in the questionnaire are able to measure the intended construct.
The test is conducted by correlating the score of each item with the total score, then comparing the r calculated value with the r table.
With a sample size of 100 .
f = .
and a significance level of 0.
05, an r table value of 0.
196 is obtained.
The results of the validity test for each statement in each variable can be seen in Table 2.
Variable Cafy Atmosphere (X.
Table 2.
Validity Test Results Indicators r value X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
Page 3 of 8 r table Description Valid Meisya & Fachri Service Quality (X.
Product Variety (X.
Purchase Decision (Y) Electronic Journal of Education.
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Article ID: 918 X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X3.
X3.
X3.
X3.
X3.
X3.
Valid Valid Valid Source: Processed Data, 2025 Based on the validity test results for each variable presented in Table 2, it can be seen that all statement items have a r calculated value greater than the r table value of 0.
Thus, all statement items in each variable are considered valid and suitable for use in this study.
2 Reliability Test The reliability test aims to assess the extent to which the statements in the questionnaire are consistent as a measuring This study uses Cronbach's Alpha method, with a minimum limit of 0.
60 to consider an item reliable.
The reliability results for each variable are shown in Table 3.
Table 3.
Reliability Test Results Variable CronbachAos Alpha Description Cafy Atmosphere (X.
Service Quality (X.
Reliable Product Variety (X.
Purchase Decision (Y) Source: Processed Data, 2025 Based on the reliability test results for each variable presented in Table 3.
Cronbach's Alpha > 0.
60 is obtained, so it can be concluded that all items in each variable are considered reliable and suitable for use in this study.
2 Classic Assumption Test 1 Normality Test The normality test aims to ensure that the research data is normally distributed.
The method used is KolmogorovAeSmirnov via SPSS.
The results of the normality test are presented in Table 4.
Table 4.
Normality Test Results Test N (Sampl.
Test Statistic Asymp.
Sig.
-taile.
Source: Processed Data, 2025 Value Based on the normality test results presented in Table 4, it can be seen that the Asymp.
Sig.
-taile.
value > 0.
Thus.
Page 4 of 8 Meisya & Fachri Electronic Journal of Education.
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Article ID: 918 it can be concluded that the data in this study is normally distributed.
2 Linearity Test The linearity test aims to check the existence of a linear relationship between independent and dependent variables.
The test is conducted using the Test for Linearity method using SPSS.
The results are presented in Table 5.
Table 5.
Result of Linearity Variable Deviation from Linearity Description Purchase Decision * Cafy Atmosphere Linear Purchase Decision * Service Quality Purchase Decision * Product Variety Source: Processed Data, 2025 Based on the results of the linearity test on the dependent and independent variables shown in Table 5, the significance value of Deviation from Linearity > 0.
05 is obtained, so it can be concluded that the relationship between these variables is 3 Multicollinearity Test The multicollinearity test aims to detect high correlations between independent variables that can interfere with the accuracy of coefficient estimation and the stability of the regression model.
Analysis using SPSS produced the multicollinearity test output presented in Table 6.
Table 6.
Multicollinearity Test Results Variable Cafy Atmosphere Service Quality Product Variety Dependent Variable: Purchase Decision Source: Processed Data, 2025 Tolerance VIF Based on the results of the multicollinearity test presented in Table 6, the results can be explained as follows:
The Tolerance value for the Cafe Atmosphere variable (X.
419, which is greater than 0.
It also has a VIF value 388, which is less than 10.
The Tolerance value for the Service Quality variable (X.
523, which is greater than 0.
It also has a VIF value of 913, which is less than 10.
The Tolerance value for the Product Variety (X.
variable is 0.
468, which is greater than 0.
It also has a VIF value of 139, which is less than 10.
Based on the above explanation and referring to the basis for decision making, because all three variables show a Tolerance value above 0.
10 and a VIF below 10.
00, it can be concluded that there is no evidence of multicollinearity between the three independent variables in the regression model in this study.
3 Multiple Linear Regression Analysis Multiple regression analysis is used to measure the simultaneous and partial influence of several independent variables on one dependent variable, as well as to construct a predictive model of the relationship between variables.
The regression coefficient results based on SPSS are presented in Table 7.
Table 7.
Multiple Linear Regression Analysis Results Research Variable Coefficients (Constan.
Cafy Atmosphere Service Quality Product Variety Dependent Variable: Purchase Decision Source: Processed Data, 2025 T Statistic Significance Value Based on Table 7, a multiple linear regression coefficient equation can be created, and the following results are obtained:
Y = 1.
274 X1 0.
182 X2 0.
202 X3
The constant .
110, which means that if the variables Cafe Atmosphere (X.
Service Quality (X.
, and Product Variety (X.
are zero.
then the Purchase Decision (Y) will increase by 1.
The regression coefficient .
for the Cafe Atmosphere (X.
variable is 0.
274 with a positive direction, indicating that every one-unit increase in Cafe Atmosphere will cause an increase of 0.
274 in the Purchase Decision.
The regression coefficient .
for the Service Quality (X.
variable is 0.
182 with a positive direction, indicating that Page 5 of 8 Meisya & Fachri Electronic Journal of Education.
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Article ID: 918 each one-unit increase in Service Quality will cause an increase of 0.
182 in Purchase Decision.
The regression coefficient .
for the Product Variety (X.
variable is 0.
202 with a positive direction, indicating that every one-unit increase in Product Variety will cause an increase of 0.
202 in Purchase Decision.
4 Correlation Coefficient Analysis (R) The correlation coefficient measures the strength and direction of the relationship between variables.
The method used is Product Moment.
The test results are presented in Table 8.
Table 8.
Correlation Coefficient Test Results (R) Model R Square Adjusted R Square Predictors: (Constan.
Product Variety.
Service Quality.
Cafy Atmosphere Dependent Variable: Purchase Decision Source: Processed Data, 2025 Std.
Error of the Estimate Based on the results of the correlation coefficient test shown in Table 8, a correlation value (R) of 0.
719 is obtained.
This value indicates that the relationship between the variables of Cafe Atmosphere.
Service Quality, and Product Variety on Purchase Decision is in the strong category, as the value is in the range of 0.
5 Analysis of the Coefficient of Determination ycya Based on the results of the coefficient of determination (RA) test shown in Table 8, an R-Square value of 0.
517 is obtained.
This indicates that the variables of Cafe Atmosphere.
Service Quality, and Product Variety can explain 51.
7% .
517 y 100%) of the influence on Purchase Decision, while the remaining 48.
3% is influenced by variables outside the scope of this 6 Simultaneous Test (F Tes.
The simultaneous test (F-tes.
aims to evaluate whether all independent variables collectively have a significant influence on the dependent variable.
The results of the simultaneous test based on SPSS output are presented in Table 9.
Table 9.
Simultaneous Test Results (F Tes.
Model Sum of Squares Mean Square Regression Residual Dependent Variable: Purchase Decision Predictors: (Constan.
Product Variety.
Service Quality.
Cafy Atmosphere Source: Processed Data, 2025 Significance Based on the simultaneous test results (F tes.
in Table 8, the calculated F value is obtained as 34.
237 > F table 3.
09 and the significance value is 0.
000< 0.
Thus, it can be concluded that there is a positive and significant simultaneous influence between the variables of Cafe Atmosphere.
Service Quality, and Product Variety on Purchase Decision.
7 Partial Test .
Tes.
The partial test .
-tes.
is used to assess the influence of each independent variable individually on the dependent variable in accordance with the proposed hypothesis.
The partial test results based on SPSS output are shown in Table 10.
Table 10.
Partial Test Results .
Tes.
Research Variable Coefficients (Constan.
Cafy Atmosphere Service Quality Product Variety Dependent Variable: Purchase Decision Source: Processed Data, 2025 t Statistic Significance Value Based on the results of the partial test .
-tes.
in Table 10, the calculated t-value will be compared with the t-table value.
The t-table value is 1.
The results of the t-test .
in Table 9 can be explained as follows:
The calculated t-value for the Cafe Atmosphere variable (X.
133 > t-table value of 1.
660 and the significance value 002 < 0.
05, so it can be concluded that Ho is rejected and Ha is accepted.
This means that Cafe Atmosphere have a positive and significant partial influence on the Decision.
The calculated t-value for the Service Quality variable (X.
077 > the table t-value of 1.
660, and the significance Page 6 of 8 Meisya & Fachri Electronic Journal of Education.
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Article ID: 918 level is 0.
040 < 0.
Therefore, it can be concluded that the null hypothesis (H.
is rejected and the alternative hypothesis (H.
is accepted.
This means that Service Quality have a positive and significant influence on Purchase Decision.
The calculated t-value for the Product Variety variable (X.
561 > the table t-value of 1.
660, and the significance level is 0.
012 < 0.
Therefore, it can be concluded that the null hypothesis (H.
is rejected and the alternative hypothesis (H.
is accepted.
This means that Product Variety partially have a positive and significant influence on Purchase Decision.
CONCLUSION
The results of this study indicate that Cafy Atmosphere.
Service Quality, and Product Variety have a proven positive and significant influence, both jointly and individually, on Purchase Decisions of consumers at Ngopidiaphen in Pontianak City.
This finding is supported by the correlation coefficient (R) of 0.
719, which shows a strong relationship between these variables and purchase decisions.
Meanwhile, the coefficient of determination (RA) of 51.
7% explains that more than half of the variation in purchase decisions can be explained by these three factors, while the remaining percentage is influenced by other factors beyond this research.
The F-test confirms the significant simultaneous effect of these variables, and the t-test further reinforces that each variable has a significant partial effect.
This result provides practical implications for NgopidiaphenAos management to pay greater attention to maintaining a pleasant cafy atmosphere, ensuring service remains friendly and responsive, and continually developing product variety that matches customer preferences.
These efforts are important to maintain customer loyalty amid the increasingly tight competition in the cafy business.
As a recommendation, future researchers are expected to expand the study by adding other variables, such as promotional strategies, price perception, or location factors, so that the findings become more comprehensive.
In this way, future results can serve as a broader reference for cafy business owners in formulating more effective marketing strategies.
ACKNOWLEDGEMENTS
The authors gratefully acknowledge Universitas Muhammadiyah Pontianak for its support during this research.
Special thanks go to Mr.
Galih Bismara, the owner of Ngopidiaphen Cafy, as well as the staff and customers who provided valuable information and feedback.
The authors also appreciate the guidance from supervisors, colleagues, and the encouragement from family and friends who made this study possible.
REFERENCES