The object of this research took place in Rumah Kopi Ranin, a coffee shop in Bogor town with a unique atmosphere concept as one of their strategies in marketing of Indonesian’s specialty coffee and to welfare the Indonesian coffee farmers. This research aims to identify the effect of coffeeshop atmospheric stimuli on repeat-purchase decisions through consumers’ emotions in their minds.
It is expected that not only Indonesian coffee will continue to grow, but also the work of various artists or local Indonesian entrepreneurs that can be more widely known, especially by the people of Jakarta. The designing process was directly carried out by in-person observation of the place to be designed so that it could be adapted to the concepts created. This research employed both direct and indirect methods. Visitors were not only served with steamed coffee from reliable baristas, but they could also see the works of various artists or the entrepreneurs’ displayed goods. In addition to the coffee was the main attraction in the coffee shop, combining it with a showroom made it a different entity than any other coffee shop. Nowadays, the place came with showroom facilities inside, accommodating the entrepreneurs and artists who needed an area for their activities to show off, sell, or introduce their work to enthusiasts or prospective buyers.
The multi-functionality became the main purpose of the coffee shop with the showroom. This research aimed to show the coffee shops became places housing various activities since it was first created.
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