The Effect of Service Quality and Café Atmosphere on Purchasing Decisions: Evidence from Teras Bumi Coffee, Cirebon City

The growth of the coffee shop industry in Indonesia has intensified business competition, requiring business operators to create consumption experiences that encourage customers' purchasing decisions. This study aims to analyze the effects of service quality and café atmosphere on consumers' purchasing decisions at Teras Bumi Coffee, Kesambi, Cirebon City. The study employed a quantitative approach and a survey of 100 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with IBM SPSS Statistics 27. The results show that service quality has a positive and significant effect on purchasing decisions. Café atmosphere also has a positive and significant effect on purchasing decisions. Jointly, the two independent variables significantly affect purchasing decisions and explain more than half of the variation in consumers' purchasing decisions. These findings indicate that consistently improving service quality and creating a comfortable, attractive café atmosphere aligned with consumer preferences can increase customers' propensity to purchase. The study provides practical implications for coffee shop managers in developing customer experience-based marketing strategies by improving service interactions and managing the physical business environment.