Authors:
Solikhan
1
;
Tri Yuli Astuti
2
;
Dyah Sugandini
2
and
Dwi Hari Laksana
2
Affiliations:
1
Department of Management, Faculty of Economics and Business,
STIE Trisna Negara, Indonesia
;
2
Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia
Keyword(s):
Store Atmosphere, Lifestyle, Product Packaging, Product Innovation and Consumer Purchasing Decisions.
Abstract:
In recent years the culinary world in Yogyakarta and South Sumatra is enlivened by the opening of various kinds
of coffee shops or cafes. Within a month, at least one new coffee shop will appear or one branch of an existing
coffee shop or cafe. During this business competition, many cafes still survive in the culinary industry until now.
This study aims to determine the effect of Store Atmosphere, Lifestyle, Product Packaging and Product
Innovation on Consumer Purchasing Decisions in Yogyakarta and South Sumatra. From this population, a sample
of 200 people will be drawn to be used in the study as respondents. The data analysis method used by the authors
is multiple regression analysis. The results of this study indicate that Store Atmosphere, Lifestyle, Product
Packaging, and Product Innovation have a significant effect both partially and jointly on Consumer Purchasing
Decisions for bakeries in Yogyakarta and South Sumatra.