the influence of product variety and cafe atmosphere on customer repurchase intention at VCoffee Bar, Medan

Valencia, Vanessa (2023) the influence of product variety and cafe atmosphere on customer repurchase intention at VCoffee Bar, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Culinary business is considered to be a very stable business and this business will increase from year to year. But the data collected from VCoffee Bar, Medan shows that their sales are unstable and even decreased. This research aims to find out the influence of product variety and café atmosphere on repurchase intention at VCoffee Bar, Medan. Product variety and café atmosphere have a very close relationship related to customer repurchase intention which will later have an impact on the continuity of a company’s sales. In this research, the writer is using a quantitative research design by using the SPSS V.25. The writer used convenience sampling technique with the total sample of 103 customers that purchased at least once from VCoffee Bar, Medan. From the hypothesis test’s result, product variety and café atmosphere have either partially or simultaneously influenced repurchase intention at VCoffee Bar, Medan. Moreover, product variety and café atmosphere have a 35,1% influence on repurchase intention. This research has passed the validity test, reliability test, normality test, multicollinearity test, and multiple linear regression test which the equation is Y = -0.037 + 0.455 X1 + 0.309 X2 The recommendation given is that the company can provide more size option, decorate to match the festive season, referral program, group dining discount, and cash voucher. / Bisnis kuliner dinilai sebagai bisnis yang sangat stabil dan bisnis ini akan meningkat dari tahun ke tahun. Data yang dikumpulkan dari VCoffee Bar Medan menunjukkan penjualan mereka tidak stabil dan bahkan menurun. Penelitian ini bertujuan untuk mengetahui pengaruh variasi produk dan suasana kafe terhadap niat beli ulang di VCoffee Bar Medan. Variasi produk dan suasana kafe memiliki hubungan yang sangat erat terkait dengan niat beli kembali pelanggan yang nantinya akan berdampak pada kelangsungan penjualan suatu perusahaan. Dalam penelitian ini penulis menggunakan desain penelitian kuantitatif dengan menggunakan SPSS V.25. Penulis menggunakan teknik convenience sampling dengan jumlah sampel 103 pelanggan yang melakukan pembelian minimal satu kali di VCoffee Bar Medan. Dari hasil uji hipotesis, variasi produk dan suasana kafe berpengaruh baik secara parsial maupun simultan terhadap niat beli ulang di VCoffee Bar Medan. Selain itu, variasi produk dan suasana kafe berpengaruh sebesar 35,1% terhadap niat beli ulang. Penelitian ini telah lulus uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, dan uji regresi linier berganda dengan persamaan Y = -0,037 + 0,455 X1 + 0,309 X2 Rekomendasi yang diberikan adalah perusahaan dapat memberikan pilihan ukuran yang lebih banyak, dekorasi yang sesuai dengan musim perayaan, program referral, diskon makan kelompok dan voucher tunai.

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