ANALISIS KOMPARASI STORE ATMOSPHERE, RAGAM PRODUK DAN KEPERCAYAAN PADA KAFE COMA DAN KAFE KOOPI OTU DI SURABAYA

Abstract

A phenomenon that is currently popular among the public lately is going and sitting in cafes, and this has become their lifestyle. One form of business that is on the rise in Surabaya is the Coffee Shop Business. Along with the rapid development of the times, lifestyles have changed. A person's current lifestyle is one who likes to consume coffee and also a lifestyle that likes to gather with friends or family. The method in this research is quantitative research and the type of comparative research. This study used a research instrument in the form of a questionnaire. The sample and population are all consumers who have purchased or visited the Coma Café and Koopi Otu Café. The purpose of this study is to find out and analyze whether there are significant differences in store atmosphere design, product variety and trustworthiness. The analytical method used is Independent sample t-test. The results showed that there was a significant difference 0.000 < 0.05 between Store Atmosphere Design, Product Variety and Trust in Coma Cafe and Koopi Otu Cafe in Surabaya.

Keywords : Comparative Analysis, Store Atmosphere Design, Product Variety, Trust, Independent sample t-test