Pengaruh Product Variation dan Café Atmosphere Terhadap Revisit intention dengan Customer Experience Sebagai Variabel Intervening pada Belikopi Kebumen

The purpose of this study was to determine the effect of café atmosphere and product variation on revisit intention through customer experience at Belikopi Kebumen. This research used a quantitative approach with purposive sampling method. Data were collected through questionnaires using a Likert scale with a total sample of 150 respondents. The data analysis technique used was Partial Least Square (PLS) with the assistance of SmartPLS. The results showed that café atmosphere has a positive and significant effect on customer experience, customer experience has a positive and significant effect on revisit intention, while product variation does not have a significant effect on revisit intention. Café atmosphere and product variation simultaneously influence customer experience, and customer experience is able to mediate the effect of café atmosphere on revisit intention.
Keywords: Café Atmosphere, Product Variation, Customer Experience, and Revisit Intention.