Store Atmospher sebagai Sebuah Strategi dalam Meningkatkan Daya Tarik dan Minat Pengunjung Kafe (Sebuah Kajian Konseptual Panduan bagi Peneliti)

Authors

  • Akhmad Irwansyah Siregar Universitas Batanghari, Jambi, Indonesia

DOI:

https://doi.org/10.38035/jmpd.v3i3.411

Keywords:

Store Atmosphere, Daya Tarik, Minat Berkunjung

Abstract

Fenomena meningkatnya jumlah kafe dan coffee shop dalam beberapa tahun terakhir menimbulkan persaingan yang semakin ketat. Kondisi ini menuntut pengelola kafe untuk tidak hanya menawarkan produk minuman, tetapi juga menciptakan pengalaman berbeda bagi pengunjung. Salah satu strategi yang banyak dikaji dalam literatur pemasaran adalah store atmosphere, yaitu suasana yang diciptakan melalui tata ruang, pencahayaan, aroma, musik, maupun elemen desain lainnya. Artikel ini bertujuan untuk mengkaji secara konseptual bagaimana store atmosphere dapat meningkatkan daya tarik kafe sekaligus mendorong minat pengunjung untuk datang maupun berkunjung kembali. Kajian ini menyusun kerangka konseptual yang menghubungkan variabel store atmosphere, daya tarik, dan minat pengunjung, sehingga dapat menjadi panduan awal bagi peneliti yang ingin melakukan studi empiris di bidang pemasaran jasa, khususnya pada sektor kafe. Dengan demikian, artikel ini diharapkan mampu memberikan kontribusi teoritis melalui pengayaan literatur, sekaligus implikasi praktis bagi pengelola kafe dalam merancang strategi pemasaran berbasis pengalaman konsumen.

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Published

2025-08-24

Issue

Vol. 3 No. 3 (2025): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2025)

Section

Articles

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Copyright (c) 2025 Akhmad Irwansyah Siregar

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