Identifikasi Faktor-Faktor Yang Mempengaruhi Minat Berkunjung Ke Oliver Cafe, Jakarta

Abstract

Changes in people's lifestyles in fulfilling their needs are one of the influential roles in increasing the food and beverage industry. High activity and a high routine make people look for practical alternatives to meet their food needs. The presence of various cafes now raises new habits among the people. Café is no longer just a place to eat or let go of boredom for a few moments. They make the café a place to gather, socialize, date, expand networks, and do business. This research aims to analyze the influence of Brand Image, Product Quality, Word of Mouth, and Store Atmosphere toward visit interest to Olivier café in Jakarta. The research was conducted by distributing questionnaires to 215 respondents who were visiting Olivier café in Jakarta. The analysis tool is multiple linear regression analysis using the SPSS application. The results showed that: (1) There was no influence of the Brand Image factor on visit interest, (2) There was an effect of the Word of Mouth factor on visit interest, (3) There was an influence of Product Quality factors on visit interest, (4) There was influence dari the Store Atmosphere factor on visit interest, with the value of multiple linear regression equation is Y = 0.803 + 0.019 X1 + 0.424 X2 + 0.132 X3 + 0.106 X4, and the results of simultaneous hypothesis testing are seen ρ = 0,000