ANALISIS STORE ATMOSPHERE PADA CW COFFEE X IBIKE DI GAIA BUMI RAYA CITY MALL

Abstract

In building a physical store, a marketing strategy does not only use promotions but also requires store atmosphere. Coffee shops or cafes becomes a trend for the young generation as a place to hang out and drink coffee. This study will discuss the store atmosphere at CW Coffee x iBike. The purpose of this study is to know the store atmosphere of CW Coffee x iBike, which includes four elements, exterior, general interior, store layout, and interior display. This study uses qualitative technique data analysis, descriptive research method, and the data collection technique uses observation, interview, literature study, and documentation. The informant that is used is 10 informants. The result showed that the elements as a whole are good enough to increase customers' convenience in consuming products. However, it is not good in terms of scent and sound and the width of the aisle. In sound, the speaker volume is not loud enough and can not be heard outdoor, and the width between tables is tight. Suggestions from the writer are to change the speaker to a passive speaker and maintain the speaker volume and set the table's width tight on weekends and set the table's width loose on weekdays.