Store Environment, Store Image, And Coffee Purchase Decisions: Evidence From Cadoha Coffee Shop In Manado

Raymond Christian Kawet; Sjendry S. R. Loindong; Michael Ch. Raintung

doi:10.63922/ijebir.v5i06.6837

Raymond Christian Kawet Department of Management, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia
Sjendry S. R. Loindong Department of Management, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia
Michael Ch. Raintung Department of Management, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.6837

Keywords: Store Environment, Store Image, Purchase Decision, Coffee Shop.

Abstract

This study aims to examine the effect of store environment on store image, the effect of store image on purchase decisions, and the mediating role of store image in explaining the relationship between store environment and coffee purchase decisions at Cadoha Coffee Shop in Manado City. A quantitative explanatory design was employed utilizing non-probability purposive sampling. The sample consisted of 100 respondents who were at least 17 years old and had previously purchased coffee beverages at Cadoha Coffee Shop. Data were collected using a structured Likert-scale questionnaire (1–5). Data analysis procedures included instrument testing (validity and reliability), descriptive statistics, regression analysis, and path analysis using SPSS software. The findings revealed that store environment has a positive and significant impact on store image (R^2 = 0.572, p < 0.001). Store image also demonstrated a positive and significant effect on purchase decisions (R^2 = 0.576, p < 0.001). Furthermore, path analysis confirmed that store image significantly acts as an intervening variable mediating the influence of store environment on purchase decisions, yielding an indirect effect coefficient of 0.574. These results highlight the essential role of store atmospherics and physical design in building a favorable brand image and driving consumer purchase behavior in local coffee retail management.

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