Pengaruh Store Atmosphere terhadap Minat Berkunjung Kembali Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus pada Cafe at Maison di Jember)

Abstract

The culinary industry, particularly the café sector, has grown rapidly, increasing competition among cafés in Jember Regency. This encourages café owners to create an attractive store atmosphere to enhance customer satisfaction and revisit intention. Therefore, this study aims to analyze the effect of store atmosphere on revisit intention through customer satisfaction as an intervening variable at Cafe At Maison. This explanatory research employed a quantitative approach. The sample consisted of 120 respondents selected using purposive sampling. Primary data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results show that store atmosphere has a positive and significant effect on customer satisfaction (β = 0.425; t = 6.191; p = 0.000 < 0.05). Customer satisfaction also has a positive and significant effect on revisit intention (β = 0.751; t = 13.702; p = 0.000 < 0.05). Furthermore, store atmosphere directly affects revisit intention positively and significantly (β = 0.127; t = 2.116; p = 0.034 < 0.05). The indirect effect is also positive and significant (β = 0.319; t = 6.006; p = 0.000 < 0.05), indicating that customer satisfaction partially mediates the relationship between store atmosphere and revisit intention. These findings highlight the importance of improving store atmosphere to enhance customer satisfaction and encourage revisit intention.