The Role of Product Attributes to Consumer Purchase Intentions in The Coffeeshop

Abstract

Enjoying a banquet at a Coffeeshop has become a new phenomenon for executives and professionals to entertain business relationships or unwind after a day's work. The increasing public consumption of coffee is an opportunity for Coffeeshop entrepreneurs, thus encouraging the establishment of Coffeeshops in each region. The purpose of this study is to find out whether Product Attributes have an effect on Consumer Purchase Intentions at the Coffeeshop. The research was conducted using a survey approach. The population in this study was Coffee shop consumers with several samples using a purposive sampling approach, namely 135 respondents. The results of the study prove that Product Quality has a significant effect on Purchase Intention. Brand Equity has a significant effect on Purchase Intent. Facilities have a significant effect on Purchase Intention. Fourth, the Atmosphere has a significant effect on Purchase Intention. Quality of Service has a significant effect on Purchase Intention. Finally, the study results prove that Product Quality, Brand Equity, Facilities, Atmosphere, and Service Quality have a positive and significant effect on Purchase Intention.