PENGARUH ATMOSFER TOKO, WOM, KEPUASAN PELANGGAN, MINAT BERKUNJUNG ULANG DI COFFEE SHOP

Abstract

This study aims to analyze the influence of store atmosphere, word of mouth, and customer satisfaction on repeat visit intentions in coffee shops. In the context of increasing competition in the coffee shop industry, understanding the factors that affect customer loyalty is crucial. This research employs a quantitative approach using surveys, with questionnaires distributed to 300 respondents who are customers of various coffee shops across Indonesia. The results of multiple regression analysis indicate that both store atmosphere and word of mouth have a significant positive impact on customer satisfaction, which in turn positively influences repeat visit intentions. The coefficient of determination (R²) of 0.647 shows that the independent variables can explain 64.7% of the variation in repeat visit intentions. These findings suggest that a pleasant atmospheric experience and positive recommendations can enhance customer satisfaction, ultimately encouraging customers to return. This research provides important implications for coffee shop owners in designing marketing strategies and enhancing customer experiences. By focusing on improving store atmosphere and leveraging word of mouth, coffee shops can foster customer loyalty and enhance the sustainability of their business