Consumer Comfort In The Café Industry: The Role Of Interior Design, Atmosphere, And Sensory Marketing
Article Sidebar
Main Article Content
Abstract
This study aims to analyse the effect of interior design, café atmosphere, and sensory marketing on consumer comfort at KOA Café in Perdagangan, North Sumatra, Indonesia. This study uses a quantitative approach with associative methods. A total of 100 respondents were selected through purposive sampling techniques, and data were collected using questionnaire instruments related to interior design, café atmosphere, sensory marketing, and consumer comfort variables. Data analysis was conducted using multiple linear regression techniques. The results of partial analysis showed that interior design has a significant effect on consumer comfort with a value of tcount = 6.190 greater than Ttable = 1.986 and significance 0.000 (<0.05). Similarly, café atmosphere has a significant effect with a value of tcount = 2.564 greater than Ttable = 1.986 and significance 0.012 (<0.05). However, sensory marketing does not have a significant effect on consumer comfort with a value of tcount = 1.710 smaller than Ttable = 1.986 and significance 0.091 (>0.05). Simultaneously, interior design, café atmosphere, and sensory marketing significantly affect consumer comfort with a value of Fcount = 29.741 greater than Ftable = 2.704 and significance 0.000 (<0.05). The determination value of 46.6% indicates that the variables explain variations in consumer comfort. This study recommends that KOA Café management improve ergonomic interior design, maintain atmosphere consistency, and strengthen sensory marketing strategies to enhance consumer comfort and emotional attachment
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Apriliani, E., Tuti, M. 2024. Café Atmosphere and Consumer Behaviour in the Hospitality Industry. Journal of Consumer Studies, 8(2), 112-124.
Ahyar., Andriani, H., Sukmana, D. J., Hardani., Nur Hikmatul Auliya, G. C. B., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., Istiqomah, R. R. 2020. Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: CV Pustaka Ilmu Group.
Budhiyanto, A. 2024. The Impact of Café Lighting on Customer Comfort Perception: A Case Study of Threelogy Coffee and Zybrick Coffee and Cantina, Surabaya. Journal of Interior Environment Studies, 6(1), 45-57.
Goel, K. 2024. A Study Between Aesthetic and Functional Design with Respect to Restaurant with Wabi Sabi Style. International Journal of Hospitality Design, 5(2), 66-79.
Hidayat, N., Tanjung, A. M., Karim, A., Ichsan, R. N., & Hidayat, F. (2024). The Effect of Waiting Room Service Quality and Departure Terminal Facilities on Passenger Satisfaction in International Airport Kualanamu North Sumatra. International Journal of Economics (IJEC), 3(2), 1485–1496. https://doi.org/10.55299/ijec.v3i2.1137
Hidayat, F. 2026. Metodologi Penelitian Administrasi Manajemen dan Akuntansi. Zenodo. https://doi.org/10.5281/zenodo.18890580
Noorwhata. 2018. Interior Design and Human Comfort. Jakarta: Penerbit Desain Nusantara.
Pranadewi, P. M. A., Dewi, G. A. M., Amir, F. L., Pradana, G. Y. K. 2025. Kenyamanan Fasilitas Memediasi Kualitas Makanan dan Suasana Rumah Makan terhadap Kepuasan Konsumen pada Sektor Pariwisata Bandung: Studi Kasus di Kawasan Wisata Punclut. Jurnal Pariwisata dan Perhotelan Indonesia, 9(1), 88-102.
Rahayu, F., Zahara, M., Rosdiana, A., Nadhirah, K. 2024. Sensory Marketing and Consumer Dining Experience in Café Businesses. Journal of Marketing and Hospitality Management, 11(3), 140-155.
R. Reiwines and F. Hidayat.2022. Analysis of Service Quality and Product Quality on Customer Purchase Decisions in CV . Surya Indah Jaya Medan with Price as a Variable Intervention, vol. 5, no. 36, pp. 2156–2164, 2022
Sahir, M. 2022. Metodologi Penelitian. Medan: KBM Indonesia.
Salsabila., Yusuf, A., Kumayas, N. 2023. Multiple Linear Regression Analysis in Consumer Behaviour Research. Journal of Quantitative Business Research, 7(2), 55-68.
Satti, Z. W., Babar, S. F., Ahmad, H. M. 2021. The Role of Sensory Marketing in Customer Satisfaction and Emotional Engagement. International Journal of Marketing Studies, 13(4), 71-84.
Silaban, P. H., Chen, W. K., Eunike, I. J., Silalahi, A. D. K. 2023. Sensory Stimulation and Customer Behaviour in Restaurant and Café Businesses. Journal of Hospitality and Consumer Experience, 10(2), 95-109.
Susanto, G. J., Darmayanti, E. 2024. Spatial Atmosphere and Consumer Comfort in Café Environments. Journal of Environmental Psychology and Hospitality, 4(1), 33-47.
Viver, S. T. 2024. Psychological Effects of Interior Design Elements in Hospitality Spaces. Journal of Interior and Spatial Studies, 6(2), 101-115.8