PERAN KEPUTUSAN BERKUNJUNG KEMBALI DALAM MEMEDIASI PENGARUH SUASANA CAFE DAN GAYA HIDUP TERHADAP LOYALITAS PELANGGAN PADA COFFEE SHOP DI KOTA TIMIKA
DOI:
https://doi.org/10.5281/zenodo.22683423Keywords:
Cafe Atmosphere, Lifestyle, Intention to Revisit, Customer LoyaltyAbstract
This study aims to analyze the role of the revisit decision in mediating the influence of cafe atmosphere and lifestyle on customer loyalty at coffee shops in Timika City. An associative quantitative research approach was employed. The study population consisted of coffee shop customers in Timika City, with a sample of 100 respondents selected via multistage sampling. Data were collected through questionnaires and analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results indicate that lifestyle has a positive and significant effect on the revisit decision, whereas café atmosphere does not significantly affect the revisit decision. Additionally, cafe atmosphere was found to have a positive and significant effect on customer loyalty, while lifestyle did not significantly influence customer loyalty. The revisit decision was also found to have a significant impact on customer loyalty. Mediation analysis revealed that the revisit decision significantly mediates the effect of lifestyle on customer loyalty. However, it does not act as a mediating variable in the relationship between café atmosphere and customer loyalty. These findings suggest that customer loyalty based on lifestyle alignment is formed through a process of repeated visits, whereas cafe atmosphere serves primarily as a key attraction that provides a positive experience and shapes customer impressions, thereby directly influencing loyalty without necessarily relying on a specific, strong drive to revisit.
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