PENGARUH STORE ATMOSPHERE, KUALITAS LAYANAN, DAN FASILITAS PENDUKUNG TERHAAP PREFERENSI MASYARAKAT DALAM MEMILIH KAFE KOPILABORASI SEBAGAI TEMPAT BEKERJA DAN BERSOSIALISASI DI SURABAYA

Abstract

This study aims to analyze the influence of store atmosphere, service quality, and supporting
facilities on people's preferences in choosing Kopilaborasi Cafe in Surabaya as a place to work
and socialize. The phenomenon of the increasing role of cafes as alternative spaces for
productivity and social interaction among urban communities is the main background of this
study. The method used in this study is a quantitative method with a survey approach. Data
collection techniques were carried out by distributing closed questionnaires to122 respondents
who were active users of cafes for work or socializing activities. Samples were taken
purposively, and data were analyzed using multiple linear regression to determine the effect of
each independent variable, namely store atmosphere (X₁), service quality (X₂), and supporting
facilities (X₃), on the dependent variable, namely consumer preferences (Y). The results of this
study are expected to provide theoretical contributions to the study of consumer behavior as
well as practical implications for cafe business actors in designing experiential marketing
strategies that are relevant to the needs of urban communities in Surabaya.