PENGARUH CUSTOMER EXPERIENCE, CAFE ATMOSPHERE DAN SALES PROMOTION TERHADP NIAT BELI ULANG GENERASI Z (Studi Kasus Pada Suasana Warunk Cengkareng)

FITRI, FITRI (2025) PENGARUH CUSTOMER EXPERIENCE, CAFE ATMOSPHERE DAN SALES PROMOTION TERHADP NIAT BELI ULANG GENERASI Z (Studi Kasus Pada Suasana Warunk Cengkareng). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Repurchase intention is the tendency of consumers to make repeat purchases of products or services from the same brand after making a previous purchase. This intention is formed through positive experiences experienced by consumers. Business owners who want to retain customers in the long term need to focus on creating positive purchasing experiences and building sustainable relationships with consumers. This study aims to evaluate and investigate the influence of Customer Experience, Café Atmosphere, and Sales Promotion on Repurchase Intent among Generation Z (Case Study on the Atmosphere of Warunk Cengkareng). The research design in this study adopts a quantitative method, with the research subjects being individuals who have made at least two repeat purchases in the Jakarta Capital Region. A sample size of 186 respondents wasselected using purposive sampling based on specific criteria, with data collection conducted via a questionnaire. Data analysis techniques in this study used Structural Equation Modelling (SEM) with Smart PLS 3.0, including outer model tests (Convergent Validity, Average Variance Extracted, Discriminant Validity, Heterotrait-Monotrait Ratio, FornellLarcker, Cross Loading). Reliability tests (Composite Reliability, Cronbach's Alpha) and inner model tests (R-squared, F-squared, Q-squared, Variance Inflation Factor, Model Goodness of Fit, Hypothesis Testing, Bootstrapping) were also conducted. The findings of this study indicate that Customer Experience and Café Atmosphere have a positive and significant effect on Repurchase Intention, and Sales Promotion has a positive and significant effect on Repurchase Intention. Keywords: Customer Experience, Café Atmosphere, Sales Promotion, Repurchase Intention Niat beli ulang merupakan kecenderungan konsumen untuk melakukan pembelian berulang terhadap produk atau jasa dari suatu merek yang sama setelah melakukan pembelian sebelumnya. Niat tersebut terbentuk melalui pengalaman positif yang dialami konsumen. Pemilik usaha yang ingin mempertahankan pelanggan dalam jangka panjang perlu fokus penciptaan pengalaman pembelian positif serta membangun hubungan yang berkelanjutan dengan konsumen. Studi ini dimaksudkan untuk mengevaluasi dan menyelidiki pengaruh Customer Experience, Café Atmosphere dan Sales Promotion terhadap Niat Beli Ulang Generasi Z (Studi Kasus Pada Suasana Warunk Cengkareng). Desain pendekatan riset dalam kajian ini mengacu pada metode kuantitatif dengan objek penelitian individu yang telah melakukan pembelian ulang minimal dua kali di wilayah DKI Jakarta. Jumlah sampel sebanyak 186 responden dipilih secara sengaja (purposive sampling) berdasarkan kriteria tertentu, dengan teknik pengumpulan data melalui kuesioner. Teknik analisis data dalam studi ini menggunakan Structural Equation Model (SEM) dengan Smart PLS 3.0, meliputi uji outer model (Convergent Validity, Average Variance Extracted, Discrimminant Validity, Heterotrait-Monotrait Ratio, Fornell-Larcker, Cross Loading). Uji realibilitas (Composite Realibility, Cronbach Alpha), serta uji inner model (R square, F square, Q square, Variance Inflation Factor, Goodness of Fit Model, Uji hipotesis, Boostraping). Temuan studi ini mengindikasikan bahwa Customer Experience serta Café Atmosphere berpengaruh positif dan signifikan terhadap Niat Beli Ulang dan Sales Promotion berpengaruh positif dan signifikan terhadap Niat Beli Ulang. Kata Kunci: Customer Experience, Cafe Atmosphere, Sales Promotion, Niat Beli Ulang

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121010005
Uncontrolled Keywords:	Customer Experience, Cafe Atmosphere, Sales Promotion, Niat Beli Ulang
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.91 Influence of Physical Environment and Conditions/Pengaruh Lingkungan dan Kondisi Fisik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	30 Oct 2025 08:02
Last Modified:	30 Oct 2025 08:02
URI:	http://repository.mercubuana.ac.id/id/eprint/99966

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