Observational analysis on purchasing decisions in 100 respondents at Vanko Coffee, suggesting service quality impacts choices.
The high level of consumption of Indonesian people regarding coffee consumption has made coffee shops spread throughout the region. This study aims to determine the effect of service quality, price and store atmosphere on purchasing decisions at Vanko Coffee Surabaya. The sample used was 100 respondents. The sampling method uses purposive sampling, namely by taking samples based on whoever happens to meet the researcher. This study uses Structural Equation Modeling (SEM) analysis using Partial Least Square (PLS) as a statistical tool. Data collected with questionnaires that have been tested for validity and reliability. The results showed that: service quality has a positive and significant effect on purchasing decisions; price has a negative and insignificant effect on purchasing decisions; store atmosphere has a negative and insignificant effect on purchasing decisions.
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Permana et al. (2025) studied this question.
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