Price Location and Promotion Drive Consumer Purchase Interest at Cafe

DOI

10.2991/978-2-38476-589-8_40How to use a DOI?

Keywords

Price strategy; Location factors; Promotion strategy; Consumer purchase interest; Cafe marketing

Abstract

General Background: The marketing landscape is experiencing significant transformation, leading to intensified competition among businesses in attracting consumer attention and purchasing interest. Specific Background: In the food and beverage sector, cafes such as Zack and Nad Cafe must implement appropriate marketing strategies, particularly related to price, location, and promotion, to remain competitive. Knowledge Gap: However, empirical evidence examining the individual contribution of these marketing variables to consumer purchasing interest in specific local cafe contexts remains limited. Aims: This study aims to analyze the relationship between price, location, and promotion on consumer purchasing interest at Zack and Nad Cafe. Results: Using a quantitative approach with 100 respondents selected through non-probability purposive sampling, data were collected via Likert-scale questionnaires and analyzed using multiple linear regression. The findings indicate that price, location, and promotion each show a positive and significant relationship with consumer purchasing interest. Novelty: This study provides a focused analysis of three key marketing variables within a specific cafe setting, offering localized insights into consumer purchasing behavior. Implications: The findings suggest that cafe management should prioritize pricing strategies, strategic location considerations, and promotional activities to support consumer purchasing interest in competitive food and beverage markets.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muhammad Adhitya Prayitno
AU  - Misti Hariasih
PY  - 2026
DA  - 2026/06/18
TI  - Price Location and Promotion Drive Consumer Purchase Interest at Cafe
BT  - Proceedings of the 1st International Conference on Communication and Digital Multimedia 2025 (ICCDM 2025)
PB  - Atlantis Press
SP  - 497
EP  - 513
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-589-8_40
DO  - 10.2991/978-2-38476-589-8_40
ID  - Prayitno2026
ER  -