THE INFLUENCE OF CAFÉ ATMOSPHERE AND CUSTOMER EXPERIENCE ON REVISIT INTENTION WITH COFFEE CULTURE AS INTERVENING VARIABLE (STUDY ON NARKOPIKA COFFEE SHOP PONTIANAK)

Abstract

The purpose of this research was to analyze the effect of café atmosphere and customer experience toward Revisit Intention and intervening role of Coffee Culture. Indonesia is one of the countries that have a high level of domestic coffee consumption, thus indirectly affecting the coffee shop industry in Indonesia. Pontianak is one of the cities in Indonesia that has a strong coffee drinking culture. Nowadays, Pontianak is flooded by local coffee shops and their enthusiasts. The emergence of local coffee shops it becomes a threat and intense competition for the coffee shop industry. From here, we can see the value provide by the excellent attributes is an important factor in running a business, especially in the coffee shop industry. This research was started in May and finished in July. This research was conducted in Pontianak city with a sample of 122 participants. In this research, the data analysis method used was the Structural Equation Model Partial Least Square (SEMPLS) method. To perform analysis with the PLS method, this research uses software SmartPLS 3. The results of the research showed that café atmosphere and customer experience has a positive effect on coffee culture. And café atmosphere, coffee culture, and customer experience has a positive effect on revisit intention. Variable coffee culture plays a role as partial mediation.

Keywords: Café Atmosphere, Customer Experience, Coffee Culture, Revisit Intention, Coffee Shop.