The Influence of Atmosphere Café and Customer Experience on Interest in Revisiting Sarune Berastagi Café and Resto
Keywords:
Café Atmosphere, Customer Experience, repurchase intentionAbstract
One of the few businesses in the culinary sector that never fails is the cafe industry. Cafes are similar to restaurants, but they focus more on providing a fun, relaxing environment and calming music for customers so they can spend more time in the cafe and pay more attention to each other. The aim of the research is to determine the influence of café atmosphere and customer experience on interest in repeat visits to Sarune Berastagi Café and Resto. Research Method The population used is consumers aged at least 17 years who have visited and made transactions at least twice at Cafe Sarune Berastagi from January-February 2024, the population size is unknown so the sample size was calculated using the Bernoulli formula and a total of 100 respondents were obtained. The results of the descriptive analysis of the repurchase intention variable explained that the majority of respondents agreed that they would make a return visit to Cafe Sarune Berastagi at another time because they believed in their previous experience and would recommend Cafe Sarune Berastagi to others. This means that respondents are interested in buying again at Cafe Sarune Berastagi because they are confident with the experience they have gained and will recommend Cafe Sarune Berastagi to other people. Hypothesis test results show that customer experience and cafe atmosphere have a positive influence on repurchase intention both individually and simultaneously. Both variables have an influence of 46% on repurchase intention. The research results prove that customer experience has a positive influence on repurchase intention at Sarune Berastagi. Likewise, the cafe atmosphere has a positive influence on repurchase intention at Cafe Sarune Berastagi. The research results also show that the two variables together have a positive impact on repurchase intention at Café Sarune Berastagi.