The Influence of Celebrity Endorsement and Store Atmosphere on Buying Interest in Suka Salad X Vitus Coffee Sidoarjo
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Almirah Balqist*
Achmad Zaini
The increasing number of small businesses results in tight competition, requiring business people to find effective strategies to survive. For a café, a supportive store atmosphere and promotional activities like celebrity endorsements are influential factors in attracting consumers and driving purchases. This study aims to analyze the effect of celebrity endorsement and store atmosphere on consumer buying interest at Suka Salad x Vitus Coffee Sidoarjo. This quantitative research collected data through questionnaires distributed to 99 consumers who made direct purchases at Suka Salad X Vitus Coffee Sidoarjo between May and July 2024, using a non-probability sampling technique with a purposive sampling approach. The results indicate that celebrity endorsement has a positive partial effect on buying interest, and store atmosphere has a positive partial effect on buying interest. Collectively, these variables have a significant simultaneous effect, explaining 54.9% of the variance in buying interest. It is concluded that celebrity endorsement and store atmosphere partially and significantly influence buying interest. Therefore, Suka Salad X Vitus Coffee Sidoarjo should maintain and develop both aspects to increase buying interest, retain existing consumers, and attract new ones.
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