Business Decision Making System

Study Case: Coffee Shop

Vincent Novianto Laura Laurencia Ji Sui Phin
School of Computer Science School of Computer Science School of Computer Science
Bina Nusantara University Bina Nusantara University Bina Nusantara University
Jakarta, Indonesia Jakarta, Indonesia Jakarta, Indonesia
vincent.novianto@binus.ac.id laura.laurencia@binus.ac.id ji.phin@binus.ac.id

Ajeng Wulandari
School of Computer Science
Bina Nusantara University
Jakarta, Indonesia
ajeng.wulandari@binus.ac.id

Abstract—Nowadays, many people come out to hang out

and talk with friends. Even some people have meetings outside
of work. One of the most frequented coffee shops. Coffee shops
are the places most frequently visited by various people for
various purposes. From gathering and talking together,
studying, and also meetings. But not all coffee shops will be
frequented by people and not all menus will be ordered by
consumers. Therefore, we want to make decisions to increase
business and consumer interest. So we conducted research on
several journals. What we examined was regarding employee
attitudes, promotions, personal characteristics of consumers,
atmosphere, etc. And we can conclude that there are many
factors that are proven to influence customer decisions and
customer loyalty. Therefore, a lot of data will be taken and
considered to make the right decision at the coffee shop.
Keywords—Decision Making, Coffee Shop, Accounting
Information, business decision, business decision making system.
I. INTRODUCTION
In recent years, various cafes have emerged in the
capital, one of them is a coffee shop. Cafe's provides a wide
variety of varied menus, ranging from food and drinks,
which is the perfect place to relax and hang out with friends.
It became increasingly difficult for a similar business, which
resulted in it developing to maintain a coffee shop amidst
other cafes. These make competition between cafes in
Jakarta very tight because each customer has many cafe
choices. Many business owners overcome this by providing
a variety of unique menus in the hope of attracting
customers who are curious about the taste of the menu.
However, not all menus at the cafe can attract customers and
sell well. There are even menus that haven't been ordered at
all in a few months. This cause an imbalance in the results
of selling the menu and adds to the loss of the cafe because
it has provided ingredients to make the menu which
unfortunately unused.
As a result of this situation, business owners must have
the ability to market their business, so that their coffee shop
is frequently visited and any menu they have can attract
many customers. This is the most difficult part for coffee
shop owners in thinking about strategies to keep customers
always consume the menu from the coffee shop, or often
referred to as customer loyalty. Accounting data information
system has an important role in the marketing strategy
process. Through
the accounting data information system, business owners
can find out which menus are the most popular and which
ones are less attractive to customers. From the accounting
data information system, business owners can improve their
marketing strategies to menus that less attractive that are
useful for decision making. Of decision making can be
analyzed what needs to be do to attract customers, can by
way of sale on the menu, or provide discounts that involve
the menu. Of marketing is expected to increase sales and
customer interest from the menu.
Therefore, in this research, we will conduct research
searches conducted on several journals and provide several
questions in the form of questionnaires to customers who
have visited a Coffee Shop to find out the factors that
influence customers in visiting a Coffee Shop. From the
research and questionnaires obtained, we want to decide to
increase business and consumer interest. The research we do
includes employee attitudes, promotions, personal
characteristics of consumers, environmental conditions, and
so on. And from this research, we can conclude the factors
that have been proven to influence customer decision-
making and also include customer loyalty. Therefore, a lot
of data will be taken and considered to make the right
decision on the coffee shop.
II. LITERATURE REVIEW
In the 2000s, there were many coffee shop developments
around the world, especially in Indonesia. The intense
competition makes coffee shop café owners need a new idea
to make interesting breakthroughs in order to increase their
cafe sales. However, there are many options for making
decisions, therefore it is necessary to design a system that
can determine decision making effectively without groping
[1]
. Decision making or what is also often referred to as
decision making is a process that occurs in the system to
make a selection of several alternatives or possibilities
offered. In the decision-making process, it must be thought
out carefully, it should not be arbitrary, because it must be
done with an objective mind and go through a problem
identification process so that it can make the right decision.
Identification of problems in a situation needs to be done to
be taken into consideration before deciding something.
Decision making is
an important component in organizational management as a
process for producing alternative solutions [2].
In decision-making, it also has a category based on the
rate at which it occurs. The decision-making processes can
be classified into three categories based on the level of
occurrence, namely, strategic, tactic and operational [3].
In addition, the decision-making process also requires
data to be analyzed. Data or information will help solve
existing problems. The importance of data-based decision
making where the data provides information for managerial
decision making for cafes [4].
By making a decision making, all events carried out will
be directed towards achieving the goal. Therefore, decision
making can serve as the basis for all activities that will be
carried out precisely after the decision has been made.
However, to meet user needs, accounting data information
must meet certain requirements where the quality or
characteristics of good information must be of relevance,
reliability, comparability, and understandability [5].
However, to be successful there will be many journals in
use. Before making a decision at a coffee shop, we must
first know what factors or aspects influence consumer
decision making. There are several aspects that influence
consumer decision making, namely, coffee quality, price,
promotion, and also service quality [6]. And to identify
consumer characteristics by carrying out promotional
activities, will show that promotion is proven to contribute
greatly to marketing through social media [7]. In addition, we
can see from the consumer's point of view that consumer
consumption patterns can change from time to time
following existing trends [8]. Therefore, it is necessary to
monitor continuously to find out what types of menus are
currently in vogue. By paying attention to consumer
consumption patterns, the restaurant can easily make
decisions to carry out promotions or activities based on the
information displayed.
After we know the factors or aspects that influence
consumer decision making, finally we can design a
marketing strategy to increase menu sales. Then from the
design of the support system we can think of the right
strategy that can be used to increase sales and maintain the
cafe. Besides, can use a qualitative case study with the aim
of investigating what strategies coffee shop owners can use
to sustain their businesses. Because coffee shops are
vulnerable to market changes, many coffee shop owners
may not be sure what strategy is sustainable [9].
Now, we will see what the several factors that can
influence consumer decisions are. First, there is a test where
we can see the willingness of consumers to pay for coffee
produced by cooperatives. With a price of 1.31 USD and
134 samples, it was found that the participants' bids had a
high potential to be influenced by the prices set by the
coffee shop. So we know that the price determined also
greatly affects consumer loyalty [10]. This journal conducts
research on employee attitudes which will affect consumer
attitudes. And from the results of the journal, the results
show that employee friendliness can increase customer
satisfaction [11].
Not only that, apart from the aspects that have been
mentioned above, there’s different factors of consumers that
will influence consumer decision making. With the
questionnaire method and a sample of Facebook users who
filled out the questionnaire. And the results show that social,
personal, and psychological factors can influence consumer
decision making. Therefore, the friendliness of the
employee will also play an important role in overcoming
these factors [12]. Other than that, unique charm and personal
style are also very important too to attract consumers to
operate a café. What's more, cafes nowadays face increasing
diversity, especially in the choice of menu styles. Changes
will occur on the basis of the assessment in dealing with
inadequate or incomplete data [13].
There is also research using 66 coffee shops with
consumers as samples to test the effect of interest activities
on decision making in choosing a coffee shop. And the
results show that the interest of consumers becomes a
personal factor that influences the decision-making process.
So it can be concluded that the personal factors of
consumers will also affect consumer loyalty to the shop [14].
We also take journals with little reference to this time of
the pandemic. In this research they conducted research
outside the UK and found that people in England during the
lockdown period were more concerned with health, weight
control, and mood when choosing their food [15].
III. METHODOLOGY
For the working method of our system, we have three
stages. The first stage is part of a customer review related to
the cafe. This review is in the form of a questionnaire given
to customers which we will previously provide promos to
customers who want to fill out a review from our cafe to
obtain data. In this section, the questionnaire form will
contain quite detailed questions related to the reasons
customers visit the cafe and what is the main target of
customers visiting the cafe. One example of the question is,
"What is the main purpose you want to visit the cafe?". The
reason for asking about this is to find out the target
customers who want to visit the cafe to be our target for
improving the quality of the cafe. We also ask questions
about the service from the staff, whether they are satisfied or
not with an explanation to be considered for the manager to
take care of the staff for the convenience of the customer.
We also asked about the taste of coffee and which menu
they liked and the real reason they ordered the menu, so
from that data we can create a menu that attracts customers
to try and order the menu. As for data that is less desirable,
we can change or delete it from the menu.
The data will be stored and analyzed by the system.
The second stage is to list each menu. There will be a table
of the number of sales on the menu so that the menu ordered
per week or month can be recorded. Later this data will also
be used by the system to perform "Decision Making". After
that, there is also a third stage, namely, after the customer
makes a purchase, there will be a short question related to
"Did you satisfied with the service from our staff?" which in
this question has three levels of assessment, namely,
Satisfied, Average, or Bad. This data will also be stored later
for analysis.
IV. RESULT
For the results, we provide a form to people who are
over 16 years old. The results we got from fourteen people
were,
there was one person who never went to the Cafe, five
people very rarely went to the Cafe, six people quite often,
and there were two people who visited the Cafe very often.
From these results, it shows that many people quite often
visit Cafes with their purpose of visiting the Cafes. Some of
their goals include ordering coffee, as a fun gathering place,
a place to study, and coming because of a good internet
network. For the atmosphere, most of them don't care about
the atmosphere which shows 64.3% are not disturbed while
35.7% are disturbed by the atmosphere in the Cafe.
Customers also really enjoy Cafes that have friendly staff
services, wherein our questionnaire, 100% of customers fill
in 'Yes' which means that the friendliness of the staff greatly
affects customers. For the Promotion section, customers are
very interested in the by one get one promotion, so this can
be used as a way to increase customer interest in trying the
menu from the Cafe, especially for the new menu that the
Cafe wants to try out. We also asked customers whether
they would like to fill out a form or upload it on social
media to get a promo, and 57.1% of them agreed while
42.9% did not. In addition, 78.6% of customers are
interested in trying special promos from the menu. We also
ask what the customer prioritizes for choosing Cafe. Most of
them prioritize taste, price, and atmosphere. These can be a
consideration to make customers more comfortable to
maintain customer loyalty in visiting the Cafe. Lastly, some
say that attractive cafe decorations can increase customer
interest in visiting the Cafe.
V. CONCLUSION
From the results from our research, we know that in
making decisions, many things must be considered. Not only
from menu prices and also promotions that will be given.
Even the attitude of employees can also affect customer
satisfaction and customer loyalty. And to influence decision-
making on customers, the personal factors of customers are
also very influential. Therefore, the friendliness of employees
can help increase customer satisfaction and decision-making.
Based on the research from the case study that has been
done, we conducted a qualitative case study to find out the
factors that influence customers in visiting a Coffee Shop,
so we can help the owner to increase their business Coffee
Shop and consumer interest. A qualitative case study was
preferred for this research because in this case study we
provide several questions in the form of questionnaires to
customers who have visited a Coffee Shop. The limitations
affecting this case study are limiting the research, various
experiences of participants, and least participants. Hence,
we cannot generalize all answers from participants.
That way, we recommended using AI decision-making
in the future because from the literature that we have
adapted before, AI decision-making has satisfactory results.
So that decision-making to determine what to do at a coffee
shop can use AI. From the journals we read, it was also
found that in data or information retrieval, there is an
"Intelligence phase" that will work in data retrieval.
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