Ambience Matters: Investigating the Link between Cafe Atmosphere and Customer Loyalty in Pematangsiantar City

Andy Wijaya; Erbin Chandra; Sisca Sisca

doi:10.37403/strategic.v6i1.491

Andy Wijaya Sekolah Tinggi Ilmu Ekonomi Sultan Agung https://orcid.org/0000-0001-8782-8895
Erbin Chandra Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Sisca Sisca Sekolah Tinggi Ilmu Ekonomi Sultan Agung https://orcid.org/0000-0001-7775-3607

DOI: https://doi.org/10.37403/strategic.v6i1.491

Abstrak

Objective: In the contemporary experience economy, cafe atmosphere has become a vital strategic asset for MSMEs to secure competitive advantage and mitigate customer switching behavior. This study aims to investigate the link between cafe atmosphere and customer loyalty in the specific urban context of Pematangsiantar, addressing the urgency of creating consistent emotional resonance in a saturated market. Research Method: A quantitative-explanatory approach was employed, involving 80 respondents selected via purposive sampling. Data were processed using IBM SPSS Statistics to evaluate the relationship between the research variables. Results: The findings confirm that regression analysis demonstrates a significant positive influence of cafe atmosphere on customer loyalty (B = 0.709, t = 7.091, p = 0.000). The coefficient of determination (R2) = 0.392, indicating that 39.2% of the variance in customer loyalty is explained by the atmospheric stimuli. Conclusion: The study concludes that a holistic physical environment is a primary driver of psychological attachment and long-term retention in Pematangsiantar’s cafe industry. Future research is encouraged to integrate mediating variables, such as customer satisfaction and price fairness, to provide a more comprehensive behavioral model for the hospitality sector.

Referensi

Alfiansyah, R., Pamungkas, R. A., & Bakhri, S. (2024). Enhancing Customer Loyalty: Optimizing Barista and Store Atmosphere for Increased Customer Satisfaction. International Journal of Social Service and Research, 4(01), 1–14. https://doi.org/10.46799/ijssr.v4i01.657
Budiman, S., & Dananjoyo, R. (2021). The Effect of Cafe Atmosphere on Purchase Decision: Empirical Evidence from Generation Z in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 483–490. https://doi.org/10.13106/jafeb.2021.vol8.no4.0483
Candra, V., Simarmata, N. I. P., Mahyuddin, Purba, B., Purba, S., Chaerul, M., Hasibuan, A., Siregar, T., Sisca, Karwanto, Romindo, & Jamaludin. (2021). Pengantar Metodologi Penelitian (R. Watrianthos & J. Simarmata, Eds.). Yayasan Kita Menulis.
Hair, J. F. (2014). Multivariat Data Analysis (7th Edn.). Pearson Prentice Hall.
Halim, F., Kurniullah, A. Z., Butarbutar, M., Efendi, Sudarso, A., Purba, B., Lie, D., Sisca, Simarmata, H. M. P., Permadi, L. A., & Novela, V. (2021). Manajemen Pemasaran Jasa. In R. Watrianthos (Ed.), Yayasan Kita Menulis (Vol. 1, Number 1). Yayasan Kita Menulis. https://www.google.co.id/books/edition/Manajemen_Pemasaran_Jasa/m2gYEAAAQBAJ?hl=id&gbpv=1&dq=bauran+pemasaran+jasa&printsec=frontcover
Madiawati, P. N. (2023). The Effects of Experiential Marketing and Store Atmosphere on Customer Loyalty of MSMEs in West Java. Binus Business Review, 14(3), 297–305. https://doi.org/10.21512/bbr.v14i3.9760
Priananda, A. M., & Azizah, N. (2025). Influence Customer Relationship Management and Store Atmosphere on Customer Loyalty at Baradjawa in Surabaya. DIJEFA: Dinasti International Journal of Economics, Finance & Accounting, 6(4), 2692–2705. https://doi.org/10.38035/dijefa.v6i4
Risal, M., Efendi, A., & Firmanzah, A. (2025). The Influence of Marketing Mix and Cafe Atmosphere on Customer Loyalty Through Customer Satisfaction As a Mediation Variable. Jurnal Aplikasi Bisnis Dan Manajemen, 11(1), 141–150. https://doi.org/10.17358/jabm.11.1.141
Sabilla, D. S., & Kurniawati. (2023). PENGARUH SERVICE QUALITY, STORE ASTMOSFER, PRICE FAIRNESS, CUSTOMER SATISFACTION, DAN CUSTOMER LOYALTY PADA INDUSTRI COFFEE SHOP DI KALANGAN ANAK MUDA DKI JAKARTA. Jurnal Ekonomi Trisakti, 3(1), 889–902. https://doi.org/10.25105/jet.v3i1.15816
Simarmata, H. M. P., Revida, E., Kato, I., Sari, H., Simatupang, S., Sudarso, A., Faisal, M., Tjiptadi, D. D., Sisca, Anggusti, M., & Muliatie, Y. E. (2021). Manajemen Perilaku Konsumen dan Loyalitas (A. Karim & J. Simarmata, Eds.; Vol. 1). Yayasan Kita Menulis.
Siregar, R. T., Tingga, C. P., Widati, E., Santosa, S., Pujiastuti, E. E., Amaria, H., Rosharita, Sisca, Lie, D., Keke, Y., Arshandy, E., Mustikarini, C. N., Mustafa, F., Bernando, F. O., Romy, E., & Rosmaniar, A. (2024). Manajemen Pemasaran UMKM (A. Sudirman, Ed.). EUREKA MEDIA AKSARA.
Sisca, Simanjuntak, M., Sudarso, A., Grace, E., Sahir, S. H., Putri, D. M. B., Rosdiana, Ningtyas, C. P., Hasyim, & Muliatie, Y. E. (2021). Pemasaran: Dasar dan Konsep (A. Karim & J. Simarmata, Eds.). Yayasan Kita Menulis.
Soleman, M., Haji, S. A., Mohungo, Y., Laela, L., & Zain, Z. P. (2025). Pengaruh Customer Experience, Cafe Atmosphere Terhadap Customer Loyalty Di Mediasi Oleh Customer Satisfaction Pada Tolire Kafe di Kota Ternate. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 7417–7429. https://doi.org/10.31004/riggs.v4i4.4681
Sriyanti, A. H. D., Payangan, O. R., & Mustafa, F. (2023). The Influence of Store Atmosphere, Service Quality, and Product Variance on Customer Loyalty Through Customer Satisfaction at Marinor Cafe in Makassar City. Economic and Business Journal, 1(5), 763–772. https://doi.org/10.47353/ecbis.v1i5.13
Surya, A., Broto, B. E., & Arjuna, S. (2026). ANALYSIS OF THE EFFECT OF SERVICE QUALITY, PRODUCT AVAILABILITY, LOCATION AND STORE ATMOSPHERE IN INCREASING CUSTOMER LOYALTY AT THE LABUHANBATU DISTRO INSTORE STORE. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(1), 3425–3438. https://doi.org/https://doi.org/10.31538/iijse.v9i1.8725
Wesilaturrohimieh, W., & Vania, A. (2024). The Limited Impact of Store Atmosphere on Customer Loyalty: Insights from Customer Satisfaction Mediation. Jurnal Computech & Bisnis, 18(2), 217–226. https://doi.org/https://doi.org/10.56447/jcb.v18i2.368
Wijana, I. M. M., & Rahanatha, G. B. (2025). THE ROLE OF CUSTOMER SATISFACTION MEDIATES THE INFLUENCE OF STORE ATMOSPHERE AND SERVICE QUALITY ON CUSTOMER LOYALTY. JOSS : Journal of Social Science, 4(8), 489–500. https://doi.org/https://doi.org/10.57185/joss.v4i8.501
Wijaya, A., Zainuddin, Lie, D., & Sisca. (2025). Membangun Keunggulan Kompetitif UMKM: Strategi dan Dampaknya pada Kinerja di Era Persaingan Modern (W. Yuliani, Ed.). Lingkar Edukasi Indonesia. www.lingkaredukasiindonesia.com