The Importance of Decision Making of Customers Through Store Atmosphere for the New Coffee Outlet in Jakarta, Indonesia

Introduction: The upscaling of coffee in Indonesia is increasing over time, many people now make coffee their lifestyle. Coffee as a lifestyle can also be assessed from several aspects such as product quality, store atmosphere and how well known the coffee brand is. Objectives: This research was conducted to determine the effect of Brand Recognition and Store Atmosphere on buying coffee decisions at Kenangan Heritage in Jakarta Indonesia. Methods: This study used a quantitative approach and the sample used in this study totaled 102 respondents who were collected using a purposive sampling technique with the criteria of having purchased or known the Kenangan Heritage brand. Research data processing using SmartPLS 3.0 from 102 respondents. Results: The research results show that Brand Recognition has no effect on purchasing decisions. On the other hand, store atmosphere has an effect on purchasing decisions. Conclusions: These results support the buying decision of Kenangan Heritage which is very important for the management of this outlet