NVESTIGATING THE INFLUENCE FACTORS IN BEHAVIOR INTENTION IN CAFÉ VISIT CONTEXT

This research uses a quantitative approach. According to Neuman (2014), quantitative analysis
only covers basic statistical concepts and data management techniques needed to understand social
research (Neuman, 2014). The Investigates the influence of electronic word of mouth and servicescape toward behavior intention through corporate image and affordability. The setting of this
study is Antologi Cafe. The respondent of this study is the consumer of Antologi Cafe. Researchers
use non-probability as a method of sampling. In this method, the elements do not have a known or
predetermined chance of being selected as subjects in nonprobability sample mediated & Bougie,
2016). After finding the result, this study tries to find out the moderate and mediate the effect of
variable uses the moderate effect of the affordability the on corporate image and behavior
intention. This study uses AMOS as a tool to test the hypothesis of the researcher.