Pengaruh Store Atmosphere, Service Quality, dan Brand Image terhadap Minat Beli Mahasiswa pada Kopi Kenangan Cabang MERR Rungkut Surabaya

Observing changes in the lifestyle of young people, particularly university students, coffee shops are no longer viewed merely as places to purchase coffee. Nowadays, coffee shops have also become social spaces where students can work on assignments, engage in discussions, and spend time with friends. On the other hand, the competition among coffee shops in Surabaya, particularly in the MERR area, is becoming increasingly intense. This situation encourages Kopi Kenangan MERR Rungkut branch to maintain and increase purchase intention among university students. Therefore, this study aims to analyze the influence of store atmosphere, service quality, and brand image on students’ purchase intention at Kopi Kenangan MERR Rungkut, Surabaya. research employs a quantitative approach using a causal associative research design. The population consists of university students in Surabaya who have visited at Kopi Kenangan MERR Rungkut Surabaya. The research sample consists of 96 respondent. The sampling technique used is non-probability sampling with a purposive sampling method. The data were then analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS. the study shows that Brand Image is the most influential factor in increasing university students’ Purchase Intention at Kopi Kenangan MERR Rungkut Surabaya. Meanwhile, Store Atmosphere and Service Quality have positive effects, but their effects have not been proven to be significant.