the influence of cafe atmosphere and menu variation on customer repurchase intention at Maka Coffee, Medan

Alzaya, Sherin (2023) the influence of cafe atmosphere and menu variation on customer repurchase intention at Maka Coffee, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Maka Coffee is one of the outdoor cafes that elevates the concept of home coffee shop, located in the center of Medan. During their operation, they experienced a lack of customer repurchase intention, which can be seen from guests’ negative reviews and also their total beverages unit sold data. The purpose of this research is to identify the influence of cafe atmosphere and menu variation on customer repurchase intention at Maka Coffee, Medan. Cafe atmosphere and menu variation have a positive and significant influence on customer repurchase intention, which means that any increase in either variable will result in an increase in customer repurchase intention. The research design used in this study is quantitative research with descriptive and causal approaches. The sampling used in this research is convenience sampling, with a sample of 127 customers. This research passed the validity test, reliability test, normality test, and multicollinearity and heteroscedasticity also do not occur. The equation is Y = 6.312 + 0.525x1 + 0.386x2. Based on hypothesis testing results, cafe atmosphere and menu variation influence customer repurchase intention at Maka Coffee, Medan either partially or simultaneously. Additionally, cafe atmosphere and menu variation influence 63.9% of customer repurchase intention. The writer suggests Maka Coffee, Medan adds clear signs identifying cashiers and bathrooms, cooperates with nearby parking areas, provides a variety of beverage sizes, provides toppings to their beverages, offers discount vouchers, promotions, loyalty cards, and creates an indoor space. / Maka Coffee adalah salah satu kafe outdoor yang mengangkat konsep toko kopi rumahan, yang terletak di pusat kota Medan. Selama operasi, mereka mengalami kurangnya niat pembelian kembali pelanggan, yang dapat dilihat dari ulasan negatif tamu dan juga data total unit minuman mereka yang terjual. Tujuan penelitian ini adalah untuk mengidentifikasi pengaruh suasana kafe dan variasi menu terhadap niat pembelian kembali pelanggan di Maka Coffee, Medan. Suasana kafe dan variasi menu memiliki pengaruh positif dan signifikan terhadap niat pembelian kembali pelanggan, yang berarti bahwa setiap peningkatan dalam variabel akan mengakibatkan peningkatan niat pembelian kembali pelanggan. Desain penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif dan kausal. Sampel yang digunakan dalam penelitian ini adalah sampel convenience, dengan sampel 127 pelanggan. Penelitian ini lulus tes validitas, tes keandalan, tes normalitas, dan multikolinearitas dan heteroskedastisitas. juga tidak terjadi. Persamaannya adalah Y = 6.312 + 0.525x1 + 0.386x2. Berdasarkan hasil pengujian hipotesis, suasana kafe dan variasi menu berpengaruh terhadap niat beli ulang pelangga di Maka Coffee, Medan baik secara parsial maupun simultan. Selain itu, suasana kafe dan variasi menu mempengaruhi 63.9% niat pembelian kembali pelanggan. Penulis menyarankan Maka Coffee, Medan menambahkan tanda-tanda yang jelas yang mengidentifikasi kasir dan kamar mandi, menjalin kerjasama dengan area parkir di sekitar, menyediakan berbagai ukuran minuman, menyediakan topping tambahan untuk minuman mereka, menawarkan voucher diskon, promosi, kartu loyalitas, dan menciptakan area indoor.

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