THE ROLE OF COFFEE SHOP MODERATES THE ATTRACTIVENESS OF RESTAURANT TO PURCHASE DECISIONS

Abstract: The presence of coffee shops in Bali specifically in Badung Regency and in Denpasar City, each shows a special uniqueness. There are several coffee shops that not only stand alone but have extensions of a restaurant to attract consumers. This study is entitled "The Role of Coffee Shop Moderates the Attraction of Visitors to Consumer Decisions to Shop". Research tries to see the effect of the attractiveness of restaurants on consumer buying decisions. The effect of coffee shop on consumers' buying decisions, and the influence of coffee shops in moderating the attractiveness of restaurant visitors to consumer purchasing decisions. Data collection is done by purposive sampling, using a questionnaire. The number of research respondents was 105 respondents. Data were analyzed using regression analysis with the help of SPSS software version 17.0 for windows. The results showed that the attractiveness of restaurants had a significant and positive effect on consumer purchasing decisions. Coffee shops are positive but not significant to buyers' buying decisions. The role of coffee shops moderates the attractiveness of visitors to consumer buying decisions. The research implications can be used as a material consideration for related parties in this case, namely the local government, restaurant owners and consumers. Keywords: coffee shop, visitor attraction, and consumer shopping decisions.