Pengaruh Service Quality dan Store Atmosphere terhadap Repurchase Intention Konsumen Kedai Kopi di Jabodetabek

Abstract

Persaingan kedai kopi di Jabodetabek yang semakin ketat menuntut pelaku usaha tidak hanya menarik konsumen baru, tetapi juga mempertahankan konsumen agar bersedia melakukan pembelian ulang. Pengalaman konsumen, yang terbentuk melalui kualitas layanan dan suasana gerai, menjadi faktor penting dalam mendorong niat tersebut. Penelitian ini bertujuan menganalisis pengaruh service quality dan store atmosphere terhadap repurchase intention konsumen kedai kopi di Jabodetabek, dengan customer satisfaction dan trust sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei dan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring kepada konsumen kedai kopi di Jabodetabek berusia minimal 17 tahun yang telah membeli kopi minimal tiga kali dalam sebulan terakhir. Dari 258 responden yang mengisi kuesioner, 203 responden memenuhi syarat dan digunakan dalam analisis menggunakan metode Structural Equation Modeling-Partial Least Squares dengan SmartPLS 4. Hasil analisis deskriptif menunjukkan bahwa seluruh variabel penelitian berada pada kategori tinggi hingga sangat tinggi, dengan trust memperoleh nilai rata-rata tertinggi (4,31) dan repurchase intention terendah (4,04). Nilai R-square menunjukkan model memiliki kemampuan moderat dalam menjelaskan customer satisfaction (0,589), trust (0,541), dan repurchase intention (0,602). Hasil pengujian hipotesis menunjukkan bahwa service quality dan store atmosphere berpengaruh positif dan signifikan terhadap customer satisfaction dan trust. Customer satisfaction selanjutnya berpengaruh positif dan signifikan terhadap repurchase intention, sedangkan service quality, store atmosphere, dan trust memiliki arah hubungan positif namun tidak berpengaruh signifikan secara langsung terhadap repurchase intention. Hasil pengujian mediasi menunjukkan bahwa customer satisfaction terbukti memediasi pengaruh service quality dan store atmosphere terhadap repurchase intention, sedangkan trust tidak terbukti memediasi kedua hubungan tersebut. Temuan ini menunjukkan bahwa customer satisfaction merupakan faktor utama dalam mendorong repurchase intention konsumen kedai kopi di Jabodetabek. Pelaku usaha perlu memastikan bahwa peningkatan service quality dan store atmosphere benar-benar menghasilkan kepuasan konsumen, melalui pelayanan yang ramah, cepat, dan konsisten yang dikombinasikan dengan suasana gerai yang nyaman dan tertata. Implikasi manajerial penelitian ini dirumuskan melalui pendekatan segmentation, targeting, dan positioning serta bauran pemasaran jasa 7P, dengan prioritas pada aspek people, process, dan physical evidence.

The increasingly competitive coffee shop industry in Jabodetabek requires business owners not only to attract new customers but also to retain existing ones by encouraging repeat purchases. Consumer experience, shaped by service quality and store atmosphere, is a key factor in driving this intention. This study aims to analyze the effect of service quality and store atmosphere on coffee shop consumers' repurchase intention in Jabodetabek, with customer satisfaction and trust as mediating variables. This study employed a quantitative approach with a survey design and purposive sampling technique. Data were collected through an online questionnaire distributed to coffee shop consumers in Jabodetabek who were at least 17 years old and had purchased coffee at a coffee shop at least three times within the previous month. Of the 258 respondents who completed the questionnaire, 203 met the eligibility criteria and were used in the analysis using Structural Equation Modeling-Partial Least Squares with SmartPLS 4. The descriptive analysis shows that all research variables fall into the high to very high categories, with trust obtaining the highest mean score (4.31) and repurchase intention the lowest (4.04). The R-square values indicate that the model has a moderate ability to explain customer satisfaction (0.589), trust (0.541), and repurchase intention (0.602). The hypothesis testing results show that service quality and store atmosphere have a positive and significant effect on customer satisfaction and trust. Customer satisfaction subsequently has a positive and significant effect on repurchase intention, while service quality, store atmosphere, and trust show positive relationship directions but no significant direct effect on repurchase intention. The mediation test results show that customer satisfaction mediates the effect of service quality and store atmosphere on repurchase intention, while trust does not mediate either relationship. These findings indicate that customer satisfaction is the main factor driving repurchase intention among coffee shop consumers in Jabodetabek. Business owners need to ensure that improvements in service quality and store atmosphere genuinely translate into customer satisfaction, through friendly, fast, and consistent service combined with a comfortable and well-organized store atmosphere. The managerial implications of this study are formulated through a segmentation, targeting, and positioning approach and the 7P service marketing mix, prioritizing the people, process, and physical evidence elements.