Abstract

This study aims to determine the variables that have a dominant influence on coffee buying decisions at Cafe X. The data used is primary data obtained by distributing questionnaires to residents or immigrants who visit Cafe X. By taking a total sample of 100 people who were tested by confirmatory factor analysis. The results of the study show that the Interior Point of Interest Display factor has the most significant influence from the proportion of variance followed by the Layout factor, then the Interior factor and finally the Exterior factor. For the most dominant Exterior indicator factor is Store Front, the most dominant Interior factor is Fixture, and the most dominant Interior Point of Interest Display Indicator factor is Wall Decoration.