Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2021)

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Experiential Marketing, Product Diversity, and Location to the Decision to Make a Reservation at Al&Co Coffee Shop

Authors
Ayuningtyas Yuli Hapsari1, *, Kurniawan2, Tezza Adriansyah Anwar3, Koesmawan4
1Faculty of Economic and Business, Universitas Widyatama, Bandung, West Java, Indonesia
2Faculty of Economic, Nusaputra University, Sukabumi, West Java, Indonesia
3Faculty of Medicine, Universitas Jenderal Achmad Yani, Cimahi, West Java, Indonesia
4Institut Teknologi dan Bisnis Ahmad Dahlan, Jakarta, Indonesia
*Corresponding author. E-mail: ayuningtyas.yuli@widyatama.ac.id
Corresponding Author
Ayuningtyas Yuli Hapsari
Available Online 10 February 2022.
DOI
10.2991/aebmr.k.220204.012How to use a DOI?
Keywords
Experiential Marketing; Product Diversity; Location; Consumer Decision
Abstract

The emergence of coffee shops occurs because of changes in people’s habits and lifestyles, initially drinking coffee was only done at home, becoming in coffee shops. This opportunity is used by business people who try their luck to open a business in the coffee shop field. This study intends to determine the relationship between experience marketing, product diversity, and location and the influence of experiential marketing, product diversity, and location on the choice to make a reservation at Al&Co coffee shops. The descriptive verification approach is used in this study. The population of Bandung City was chosen as a sample. The surveys were dispersed uniformly among the five areas utilizing logistics and hypothesis testing. According to the research, experiential marketing and product variety have a partial or simultaneous effect on making a reservation at Al&Co coffee shop.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
10 February 2022
ISBN
10.2991/aebmr.k.220204.012
ISSN
2352-5428
DOI
10.2991/aebmr.k.220204.012How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Ayuningtyas Yuli Hapsari
AU  - Kurniawan
AU  - Tezza Adriansyah Anwar
AU  - Koesmawan
PY  - 2022
DA  - 2022/02/10
TI  - Experiential Marketing, Product Diversity, and Location to the Decision to Make a Reservation at Al&Co Coffee Shop
BT  - Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2021)
PB  - Atlantis Press
SP  - 109
EP  - 113
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220204.012
DO  - 10.2991/aebmr.k.220204.012
ID  - Hapsari2022
ER  -