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Consumers of products and services and goods always consider many things before actually making a decision to buy. Including coffee beverage products, in addition to the price, the shop atmosphere factor is also a consideration for potential consumers. This study aims at determining the effect of Store Atmosphere and Prices on Purchasing Decisions at Identic Coffee in Central Jakarta. This study used quantitative research methods with associative types and primary data as a source of data obtained from questionnaire results. The population of this study was cafe consumers isolated at Cempaka Putih street 114, Central Jakarta with population of 394 people, and samples of 79 people. The analytical methods used is were validity, reliability, normality tests, multiple linear regression correlation coefficient analysis, determinant coefficient test and hypothesis test using SPSS. The results of this study showed that: Store Atmosphere had a positive effect on Purchasing Decisions with a regression value of 0.653 and a significance level of 0.000. Price had a positive effect on Purchasing Decisions with a regression value of 0.686 and a significance level of 0.000. Store Atmosphere and Price simultaneously had a positive effect on Purchasing Decisions with a calculated F value of 13.607 greater than the F tabel of 3.12 and a significance level of 0.000 less than 0.05 (4) The amount of the effect of Store Atmosphere and Price on Purchasing Decision was 77.60% while the remaining 22.40% was effected by other variables not examined by the author.

The existence of a corona virus epidemic or Covid-19 that lasted a long time in several countries, one of which in Indonesia has a negative impact on the Micro and Small Medium Enterprises (MSMEs). The impact that occurred was the decline in turnover due to the reduced number of buyers, where many MSMEs had to close their businesses. When entering the new normalcy era or the New Normal era, the SMEs will open their businesses again but get new challenges in terms of product innovation. Innovation is needed to make a business survive in the new normal era, one of which is innovation in terms of product types. The purpose of this study is to produce recommendations for SMEs in determining the right product innovation strategy in the New Normal era. This study raises the formulation of the problem of how the SME product innovation strategy in the current era of New Normal. The method used in this study is a qualitative research method with data collection techniques through network interviews and descriptive data analysis techniques, with research informants who are SMEs in East Jakarta. The results of this study indicate that in the New Normal era, the SMEs are implementing a product innovation strategy by changing the shape of the product in the same type (changing shape) and also changing the type of product that is different from the previous product (changing type). By implementing the two product innovation strategies, SMEs can still compete in the New Normal era at this time. Recommendations from this research are expected to be used by SMEs to be more innovative in producing culinary products so they can survive in the New Normal era.

One of the creative industry’ products which are inside of it are writings and pictures produced from one's creative thinking is book. For some communities, reading physical books are still an option if compared with reading digital book or called e-book. This is related with the age, neighborhood, social status and the level of education. Along with the development of the times, there has been a lot of growing up the publishing industry and also the profession of book writer, but it is not end by printing physical books, but in digital platform only. The process of e-book selling is increase every day and it become a capable industry to sustain the economic needs of communities. The quantitative research that compiled by collecting questionnaire data to the people of Jakarta and surrounding areas provides data presentation that Ebooks and physical books are important factors that influence people's interest in reading in the industrial era 4.0. Both types of books have their own appeal to attract individual mints according to different age groups.