Determinants of Entrepreneurial Attractiveness of MSMEs Café and Coffee Stalls

Abstract

This study aims to explain and analyze the effect of facilities on attractiveness through purchase intention as a bridging gap. The population in this study were customers of MSMEs café and coffee shop entrepreneurs totaling 5,990 customer/consumer respondents of MSMES café and coffee shop entrepreneurs in Makassar city, including real café, losari beach café, akkarena beach café, zodiac café, boegiz café, warkop azzahra, warkop Dg sija, warkop dottoro, warkop kopitiam and warkop bundu. The sample used in this study was 215 respondents, using probability sampling techniques or by random sampling based on area (Cluster Random Sampling), one of the sampling methods used were the population does not consist of individuals, but consists of groups of individuals or clusters. The analytical technique used for hypothesis testing is structural equation modeling Structure Equation Modeling (SEM) Amos program. The results showed that facilities have a significant indirect effect on purchase intention. Facilities have a significant direct effect on attractiveness. Purchase interest has a significant direct effect on attractiveness. Some of the recommendations given are in terms of facilities by having to implement well the indicators that increase buying interest and attractiveness so that MSMEs café and coffee shop entrepreneurship can run sustainably. In terms of buying interest and attractiveness, it must be maintained and further improved in terms of indicators so that MSMEs café and coffee shop entrepreneurs in Makassar city can survive in the midst of the current global competition in the industry.