Pengaruh Service Quality, Variasi Menu, Dan Suasana Cafe Terhadap Minat Beli Ulang Pelanggan Pada Cafe Argo Loro Kopi Selo Boyolali
DOI:
https://doi.org/10.61231/cedjrc20Abstract
This study examines the effects of service quality, menu variety, and café atmosphere on customer repurchase intention, both partially and simultaneously, using the Theory of Planned Behavior. An explanatory quantitative approach was applied to 100 respondents selected through purposive sampling from a population of 44,262 customers. Data were collected using a four-point Likert-scale questionnaire and analyzed using multiple linear regression in SPSS at a 5% significance level. The results show that service quality had no significant effect on repurchase intention (t = 0.031; p = 0.976), while menu variety (t = 3.957; p < 0.001) and café atmosphere (t = 5.770; p < 0.001) had positive and significant effects, with café atmosphere being the dominant determinant. Simultaneously, the three variables significantly affected repurchase intention (F = 91.573; p < 0.001), explaining 73.3% of its variation (Adjusted R² = 0.733). These findings contribute empirically to the services marketing literature within the context of tourist-destination cafes and imply that managers should prioritize menu innovation and the maintenance of the cafe's atmosphere, while ensuring consistent service quality to support long-term satisfaction.
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