The ambience aspect for hipster café / Nur Aida Zainal Abidin

The increasing rigour of competition in the business world urges every entrepreneur to be able to compete and sustain against competitors. To stand out itself in the competition, the business must develop a strong and distinct market strategy. Previous research has found that store ambience has a significant impact on customer satisfaction, significantly encouraging their purchasing decision. As a result, retailers attempt to differentiate their stores by combining various aspects of ambience to create an appealing ambience. Thus, the research aim of this paper is to analyze the effect of ambience aspect on customer satisfaction. The research was carried out based on the research question 1, “What is the most significant ambience aspect that preferred by youth in hipster cafe?” and research question 2, “What is the consumer satisfaction towards the hipster design café?”. The objective of this research is to investigate the most significant hipster café ambience aspect preferred by the youth and to identify the consumer satisfaction toward the ambience aspect of hipster café. This research is a quantitative and data were collected by distributing questionnaires to 50 respondents with purposive random sampling technique from the respondent at youth age ranging from 18 to 35 years to gain information and insights on their opinion and preferences toward the hipster café, Richamo Coffee at UiTM Puncak Alam. The data was analyzed and determine the significant ambience aspects and consumer preference that influence customer satisfaction and purchase decision toward in hipster cafe. Results obtained state significant cafe ambience aspects preferred by youth is café exterior façade, general interior cleanliness, store layout allocation of floor space element and interior display decoration space. The results of the study also suggested that hipster cafe operators should focus on improving or preserving the most important café ambience aspect stated.