Pengaruh Store Atmosphere, Service Quality, dan Customer Experience terhadap Repurchase Intention (Studi pada Fore Coffee Surabaya)

Abstract

This study examines the effects of store atmosphere, service quality, and customer experience on repurchase intention among customers of Fore Coffee’s Jalan Sulawesi outlet in Surabaya. A quantitative associative design with purposive sampling was applied to 111 respondents who had purchased at least twice in the previous six months. The data were analyzed using multiple linear regression in IBM SPSS Statistics 25, including instrument testing, classical assumption tests, t-tests in the simultaneous model, an F-test, and the coefficient of determination. The results show that store atmosphere, service quality, and customer experience have positive and significant effects on repurchase intention, both partially and simultaneously. Customer experience is the strongest predictor, followed by service quality and store atmosphere. The R² value of 0.589 indicates that 58.9% of the variance in repurchase intention is explained by the three independent variables. These findings highlight the need for coffee shop retention strategies to center on managing the overall customer experience, supported by consistent service quality and a comfortable store atmosphere.