The Influence of Cafe atmosphere and Digital Marketing on Visiting Decisions at Socrates Vegan Medan
DOI:
https://doi.org/10.54065/jss.6.4.2026.1874Keywords:
Cafe atmosphere, Digital Marketing, Visiting DecisionsAbstract
The urgency of this study lies in the need to understand how café atmosphere and digital marketing influence consumers’ visiting decisions amid increasingly competitive food and beverage businesses. This study aims to determine and analyze the influence of cafe atmosphere and digital marketing on consumers' visit decisions at Socrates Vegan Medan, both partially and simultaneously, as well as to determine the variable that has the most dominant influence on visit decisions. The method used in this study is quantitative research. The sample consisted of 93 respondents. Data were collected through observation and questionnaires using a Likert scale, and then analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination with the assistance of SPSS version 25. The results showed that cafe atmosphere had a positive and significant effect on visit decisions (t-count 3.454 > t-table 1.986; sig. 0.001 < 0.05). Digital marketing also had a positive and significant effect on visit decisions (t-count 4.084 > t-table 1.986; sig. 0.000 < 0.05) and was the most dominant variable based on the Beta value (0.372). Simultaneously, both variables had a positive and significant effect on visit decisions (F-count 16.576 > F-table 3.10; sig. 0.000 < 0.05), with an R Square value of 0.269 or 26.9%, while the remaining 73.1% was influenced by other factors outside this study.
References
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Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2021). Make it delightful: Customers’ experience, satisfaction and behavioral intentions in robot restaurants. International Journal of Hospitality Management, 94, 102889. https://doi.org/10.1016/j.ijhm.2020.102889
Budiman, S., & Dananjoyo, R. (2021). The effect of cafe atmosphere on purchase decision: Empirical evidence from Generation Z in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 483–490. https://doi.org/10.13106/jafeb.2021.vol8.no4.0483
Cahya, B. O., Reza, T. S., & Nurbaiti, D. (2021). The influence of store atmosphere and prices on purchase decisions: Case study at Identic Coffee Jakarta Pusat. Majalah Ilmiah Bijak, 18(2), 173–181. https://doi.org/10.31334/bijak.v18i2.1770
Setiawan, A., Almas, C., & Indrawan, D. (2021). Why customers have the intention to repurchase at coffee shops in Bogor? Explaining the role of social media marketing, dining atmosphere, and relationship marketing. Jurnal Manajemen & Agribisnis, 18(3), 252–264. https://doi.org/10.17358/jma.18.3.252
Popy, N. N., & Bappy, T. A. (2020). Attitude toward social media reviews and restaurant visit intention: A Bangladeshi perspective. Management Science Letters, 10(11), 2619–2628. https://doi.org/10.5267/j.msl.2020.3.019
Armawan, I., Sudarmiatin, S., Hermawan, A., & Rahayu, W. P. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from Black Sweet Coffee Shop. International Journal of Data and Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008
Kement, Ü., Çavuşoğlu, S., Bükey, A., Göral, M., & Uslu, A. (2021). Investigation of the effect of restaurant atmosphere on behavioral intention. Journal of Tourism and Services, 12(22), 222–242. https://doi.org/10.29036/jots.v12i22.245.
Syarif, R., Sucipto, K. R. R., Rimakka, A. I. D., & Pratama, A. A. D. M. (2025). Social media food influencers and follower’s local food purchase intention: A parasocial relationship perspective. Journal of Consumer Sciences, 10(1), 173–196. https://doi.org/10.29244/jcs.10.1.173-196
Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. (2022). The effect of social media marketing on the purchase decision of Kooka Coffee products using brand image as a mediation variable. AGRISE, 22(3), 223–232. https://doi.org/10.21776/ub.agrise.2022.022.3.9
Dewi, P. K., & Thalib, S. (2026). The Influence Of Content Marketing and Influencer Marketing Strategies Through Perceived Quality on Fore Coffee Purchase Decisions in Jabodetabek. Journal Social Society, 6(3), 2536–2551. https://doi.org/10.54065/jss.6.3.2026.1280
Elhuria, D. A. S., Kamase, J., & Tenrisau, M. A. . (2026). The Influence of Social Media Marketing and Brand Image on Consumer Loyalty with Customer Engagement as a Mediating Variable in Franchise Coffee Shops . Journal Social Society, 6(3), 2127–2142. https://doi.org/10.54065/jss.6.3.2026.1285
Nurwahidah, U., Suryawardani, B., & Disastra, G. M. (2026). Digital content stimuli and visit intention toward a Korean-themed café: The mediating role of Muslimah emotional connection. International Journal of Islamic Marketing and Management, 7(3), 1133–1141. https://doi.org/10.61194/ijjm.v7i3.2345
Agustin, D. K., & Badi’ah, R. (2025). The influence of store atmosphere and customer experience on purchasing decisions through customer satisfaction as an intervening variable. Journal of Management Small and Medium Enterprises (SMEs), 18(1), 659–675. https://doi.org/10.35508/jom.v18i1.20242
Almaz, B., & Suryawardani, B. (2025). The influence of store atmosphere on Gen Z visit intention. Golden Ratio of Marketing and Applied Psychology of Business, 6(1), 251–263. https://doi.org/10.52970/grmapb.v6i1.1493
Az-Zahrah, N., Junipriansa, D., & Widokarti, J. R. (2025). Determinants of green purchase behavior of local coffee shop: The moderating impact of price sensitivity. Journal of Consumer Sciences, 10(1), 97–117. https://doi.org/10.29244/jcs.10.1.97-117
Wibowo, T. S., Sumarwan, U., & Aminah, M. (2025). The influence of social media marketing and product innovation on eWOM and purchase decisions: Study of Coffee Baracks Bogor Regency. Jurnal Manajemen dan Organisasi, 16(1). https://doi.org/10.29244/jmo.v16i1.62267
Awaludin, M. N., & Sukmono, S. (2024). The effect of social media marketing and brand awareness on purchase decisions with viral marketing as intervening variables on Janji Jiwa coffee consumers among students using social media area Jabodetabek. AFEBI Management and Business Review, 5(1), 54–68. https://doi.org/10.47312/ambr.v5i1.303
Chen, Y. V., Jin, X., Gardiner, S., & Wong, I. A. (2024). How foodstagramming posts influence restaurant visit intention: The mediating role of goal relevance and mimicking desire. International Journal of Contemporary Hospitality Management, 36(12), 4319–4337. https://doi.org/10.1108/IJCHM-12-2023-1881
Muflikh, Y. N., Zamborita, D. Z., & Burhani, A. A. I. (2024). Purchasing decisions and consumer preferences of Millennials and Zoomers at coffee shops. Journal of Consumer Sciences, 9(1), 102–121. https://doi.org/10.29244/jcs.9.1.102-121
Pratama, I. P. A., & Yasa, N. N. K. (2023). The role of brand image mediates the influence of social media marketing and content marketing on purchase decisions: A study on consumers of Umah Lokal Coffee & Roastery in Denpasar. Eurasia: Economics & Business, 8(74), 3–21. https://doi.org/10.18551/econeurasia.2023-08.01
Papastathopoulos, A. (2022). Which hotel services really matter to Muslim travelers? Developing and validating a multidimensional-continuum scale. International Journal of Hospitality Management, 102, 103145. https://doi.org/10.1016/j.ijhm.2022.103145.
Sirimongkol, T. (2022). The effects of servicescape in non-franchise coffee shops influencing on consumers’ behavioral intention to use services with mediator variables. Songklanakarin Journal of Management Sciences, 39(2), 75–100. https://so03.tci-thaijo.org/index.php/jms_psu/article/view/250097
Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2021). Make it delightful: Customers’ experience, satisfaction and behavioral intentions in robot restaurants. International Journal of Hospitality Management, 94, 102889. https://doi.org/10.1016/j.ijhm.2020.102889
Budiman, S., & Dananjoyo, R. (2021). The effect of cafe atmosphere on purchase decision: Empirical evidence from Generation Z in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 483–490. https://doi.org/10.13106/jafeb.2021.vol8.no4.0483
Cahya, B. O., Reza, T. S., & Nurbaiti, D. (2021). The influence of store atmosphere and prices on purchase decisions: Case study at Identic Coffee Jakarta Pusat. Majalah Ilmiah Bijak, 18(2), 173–181. https://doi.org/10.31334/bijak.v18i2.1770
Setiawan, A., Almas, C., & Indrawan, D. (2021). Why customers have the intention to repurchase at coffee shops in Bogor? Explaining the role of social media marketing, dining atmosphere, and relationship marketing. Jurnal Manajemen & Agribisnis, 18(3), 252–264. https://doi.org/10.17358/jma.18.3.252
Popy, N. N., & Bappy, T. A. (2020). Attitude toward social media reviews and restaurant visit intention: A Bangladeshi perspective. Management Science Letters, 10(11), 2619–2628. https://doi.org/10.5267/j.msl.2020.3.019
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