Pengaruh Cafe Atmosphere Dan Media Sosial Terhadap Keputusan Berkunjung Konsumen Dengan Minat Sebagai Variabel Mediasi (Studi Pada Cafe Mbah Buyut Di Mojokerto)

Deswita Sari, Friska Putri, 52202030048 and Syamsul, M. Hidayat,0721057003 and Utami, Budi, 0719097101 (2026) Pengaruh Cafe Atmosphere Dan Media Sosial Terhadap Keputusan Berkunjung Konsumen Dengan Minat Sebagai Variabel Mediasi (Studi Pada Cafe Mbah Buyut Di Mojokerto). Bachelor thesis, Universitas Islam Majapahit.

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Abstract

This study aims to analyze the influence of café atmosphere and social media on consumers’ visiting decisions, with visiting intention as a mediating variable at Café Mbah Buyut in Mojokerto. The background of this research is based on the rapid growth of the café industry in Indonesia, where cafés have evolved into social and lifestyle spaces, along with the increasing role of social media as an effective marketing tool. This research employs a quantitative approach, with data collected through questionnaires distributed to customers of Café Mbah Buyut. The independent variables are café atmosphere and social media, the mediating variable is visiting intention, and the dependent variable is visiting decision. Data analysis is conducted using the Structural Equation Model (SEM) to examine both direct and indirect relationships among variables. The results are expected to show that café atmosphere and social media have a positive and significant effect on visiting intention and visiting decisions. Furthermore, visiting intention is expected to mediate the relationship between café atmosphere and social media on visiting decisions. This study is expected to provide both theoretical and practical contributions to marketing strategy development in the café industry. Keywords: Café Atmosphere, Social Media, Visiting Intention, Visiting Decision, Consumer Behavior

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