GOLDENRATIOGOLDENRATIO

Golden Ratio of Marketing and Applied Psychology of BusinessGolden Ratio of Marketing and Applied Psychology of Business

This study investigates the influence of store atmosphere on the visit intention of Generation Z consumers at String Café Bandung, a café known for its modern minimalist interior and social media–oriented ambiance. The research adopts a quantitative approach, using purposive sampling to gather responses from 120 Gen Z individuals who have visited or intend to visit the café. Data were collected through structured questionnaires and analyzed using simple linear regression via SPSS version 22. The findings indicate a strong positive relationship between store atmosphere and visit intention, with a correlation coefficient (R) of 0.871 and a coefficient of determination (R²) of 0.758. The t-test results (t = 19.224, sig. = 0.000) and ANOVA (F = 369.579, sig. = 0.000) confirm the significant effect of store atmosphere elements—including layout, lighting, visual aesthetics, and ambient cues—on Gen Zs behavioral intention to visit. This study reinforces the Theory of Planned Behavior by demonstrating how physical and sensory environmental stimuli shape psychological responses in digitally native consumers. The results provide practical insights for café operators and brand strategists seeking to design emotionally engaging and visually compelling environments that resonate with Gen Z expectations. Moreover, it highlights the need for cohesive alignment between a cafés physical space and online representation, especially in markets where visual experience drives consumer decision-making.

The present research examined the influence of store atmosphere on the visit intention of Generation Z consumers at String Café Bandung.Employing a quantitative method with data collected from 120 respondents, the results confirm a strong and statistically significant positive correlation between store atmosphere and visit intention.The regression analysis revealed that store atmosphere accounts for 75.8% of the variability in visit intention, validating the hypothesis that a well-planned spatial and sensory environment considerably impacts consumer behavior.These findings demonstrate that the four components of store atmosphere—exterior design, interior aesthetics, store layout, and point-of-purchase displays—significantly shape Generation Z consumers attitudes and emotional responses.These results are consistent with the Theory of Planned Behavior (Ajzen, 1991), which posits that attitudes influenced by external environmental factors shape behavioral intentions.

Berdasarkan penelitian ini, terdapat beberapa saran penelitian lanjutan yang dapat dikembangkan. Pertama, penelitian selanjutnya dapat mengeksplorasi peran media sosial dalam membentuk persepsi Gen Z terhadap atmosfer toko. Hal ini penting karena Gen Z sangat aktif di media sosial dan seringkali menjadikan konten yang mereka lihat sebagai referensi dalam memilih tempat untuk dikunjungi. Kedua, penelitian dapat dilakukan untuk mengidentifikasi elemen-elemen atmosfer toko yang paling berpengaruh terhadap keputusan Gen Z untuk mengunjungi sebuah tempat. Dengan mengetahui elemen-elemen tersebut, pemilik bisnis dapat lebih fokus dalam menciptakan atmosfer yang menarik dan sesuai dengan preferensi Gen Z. Ketiga, penelitian dapat menginvestigasi bagaimana interaksi antara elemen-elemen atmosfer toko dan kualitas layanan dapat memengaruhi kepuasan dan loyalitas pelanggan Gen Z. Hal ini penting karena kepuasan pelanggan merupakan faktor kunci dalam membangun loyalitas dan meningkatkan profitabilitas bisnis.

  1. Volume 9 Issue 1 [Jan 2025] – JOURNAL OF APPLIED STRUCTURAL EQUATION MODELING. volume issue jan... jasemjournal.com/volume-9-issue-1-jan-2025Volume 9 Issue 1 Jan 2025 Ae JOURNAL OF APPLIED STRUCTURAL EQUATION MODELING volume issue jan jasemjournal volume 9 issue 1 jan 2025
  2. Impact of Dining Café Atmospherics on Youth Behavioural Intention | Asian Journal of Behavioural... ajbes.e-iph.co.uk/index.php/ajbes/article/view/145Impact of Dining CafyEA Atmospherics on Youth Behavioural Intention Asian Journal of Behavioural ajbes e iph co uk index php ajbes article view 145
  3. Evaluation of Consumer Behaviour of Millennial and Gen Z Generations in the Latvian Retail Industry |... eb-journals.rtu.lv/eb/article/view/eb-2024-0004Evaluation of Consumer Behaviour of Millennial and Gen Z Generations in the Latvian Retail Industry eb journals rtu lv eb article view eb 2024 0004
  4. Validity and reliability testing of the Indonesian version of the eHealth Literacy Scale during the COVID-19... doi.org/10.1177/1460458220975466Validity and reliability testing of the Indonesian version of the eHealth Literacy Scale during the COVID 19 doi 10 1177 1460458220975466
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