The Influence of Brand Image, Service Quality, Menu Variety, and Store Atmosphere on Purchase Decisions at Cafe Ungu with Price as a Moderating Variable

JURNAL MANAJEMEN MOTIVASI 2026 Open access

Read full text
Authors: M. Agriawan Satria Utama, Muchammad Agung Miftahuddin, Suryo Budi Santoso, Iwan Fakhruddin
DOI: 10.29406/jmm.v22i1.8679
Cited by: 0

Abstract

This study aims to analyze the influence of brand image, service quality, menu variety, store atmosphere, and price on consumer purchase decisions at Café Ungu Amikom Purwokerto, with price as a moderating variable. The study was motivated by increasing competition in the café industry, requiring managers to understand factors shaping overall customer experience. Data were collected through questionnaires using purposive sampling, involving 360 respondents. Multiple regression analysis was conducted using SmartPLS 4. The results indicate that brand image, service quality, menu variety, store atmosphere, and price positively influence purchase decisions. However, price does not positively moderate these relationships.

Fields of Study & Subjects

Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Customer Service Quality and Loyalty

Publication details

Journal / source
JURNAL MANAJEMEN MOTIVASI
Volume
22
Issue
1
Pages
1667–1678
Publication date
15 February 2026
Language
EN