An Impact of Caf Atmosphere with the

Decision of Customers at Kopi Kina

Jakarta

1.1

Problem Background

Jakarta is one of big city in Indonesia and also the capital city of Indonesia.
Therefore, the economic, technology, and information always growth and
develop. Its make a competition in business become tight and make people
should do innovation and improvisation to keep their customers and their
business.
Along with the upward of civilization, life, culture, and the globalization, its
make people become a person with the high level of activity and mobility.
People need something for refreshing, relax, hangout, talking, and meet with
friends or community. Its make a chance for business people at food
services sector looking at coffee shop business. The presence of coffee shop
is something that almost right according with the trend and life style of
people in the city. The atmosphere of cozy caf, good facility, and also high
quality menu with affordable price, its become a reason for people to choose
caf as a place for refreshing or hangout.
Coffee shop is a combination between small restaurant and bar that provide
a coffee and tea quickly. Besides of that the cake and snack in the coffee
shop already serve with a one plate portion or we can say that ready on
plate. That kind of quick service called American service.
According to Frans M. Royan (2004) the presence of coffee shop in the big
city not only make a profit for the coffee shop owner, not only the place
where people got to drink coffee or tea and also eat cake or snack. Most

people who often go to caf got a lot of chance and benefit that they can
have when they go to caf. They can go to caf for interact with other, date,
hangout, meeting, sharing, and also talking about business etc. This make a
lot of businessman interesting to open a coffee shop business.
The development and increasing the number of businessman in coffee shop
business sector, make new challenge for them. They must can to make a
unique differentiation and right positioning to make their customers can see
the difference between their place and their competitors. They should
provide and make something that make their business keep survive in this
tight business competition and can develop in the future. Therefore they
need a better strategy that can compete with their competitor.
Businessman need to make a good condition at their place to make
customers feels comfortable, because the cozy and comfortable place will
impacting customers to purchasing the product. Mowen (2002) said that the
store atmosphere connected with the managers with the design of building,
interior design, room setting, decoration, color, and sound that can
impacting the customers perception. The cozy atmosphere with unique and
creative decoration can be a magnet for caf to make customer choose to go
to that caf. Besides of that, there is also a customers who come to the caf
because they just only like the atmosphere of that caf. The caf owner can
set the atmosphere of their caf become cozy and comfortable to make
customer do their purchasing. In the others word, store atmosphere can
impacting the feeling and moods of customers who come to the caf or shop
and make them interest to do the transaction (Kotler, 2006).
Kopi Kina is a coffee shop, placed on South Jakarta and they have a vintage
and industrial atmosphere there. This coffee shop have a lot of black and
white photos taken with analog camera in their room. They also provide a
small book rack for their customers, and also have gramophone to play the
music. Besides of that, in this coffee shop, we also can find a many kind of
analog camera that displayed at the coffee shop. The property in this coffee

shop mostly made from wood to give an industrial value, and for the
decoration they use vintage style like using an old electronic (fan, lamp).
Based on the explanation that already I said, its make me interested to know
more detail about the impact of caf atmosphere with the decision of
customers to purchasing product. I choose Kopi Kina because its functioned
as a coffee shop and they sell a lot single origin coffee from many place in
Indonesia (aceh-papua) and they can make a cozy and comfortable condition
for their customers. Therefore I interested to do a research: An Impact of
Caf Atmosphere With the Decision of Customers at Kopi Kina
Jakarta.
1.2 Problem formulation and limitation