ANALISIS STORE ATMOSPHERE NATE BY WV CAFE DI PONTIANAK
A good store atmosphere is needed to attract more customers. It is because of the increasing number of cafes that trigger competition. This includes Nate by WV Cafe, one of the cafes in Pontianak. So, this study discusses the store atmosphere of Nate by WV Cafe based on exterior and general interior elements. This research uses descriptive research methods with qualitative analysis techniques. The data collection techniques are observation, interview, literature study, and documentation study. Interviews were conducted with the cafe owner and nine customers with at least two visits. Based on the observations and interviews, exterior elements get more good responses than the general interior. Overall, both elements are good and can give comfort, except for aspects of uniqueness, fixtures and price. There is no significant uniqueness found in this cafe, so it looks similar to the building next to it. The graded areas are narrow, have a thin cushion, and the price in the menu book is not clearly stated. So, the suggestions are to replace the table with a wider one, add cushion pads, correct the menu book, add decorations according to the theme, add the size of the marquee, and make a neon box.