The Predictive Role of Word of Mouth, Customer Experience, and Cafe Atmosphere on Revisit Intention at Holly Coffee Shop, Madiun

Abstract

The coffee shop industry has remained a rapidly growing sector due to its profound social and economic influence on consumer lifestyles and urban business development. While several studies have addressed basic functional products as the main driver of consumer loyalty, studies simultaneously addressing experiential and environmental human factors seem sketchy. Therefore, this study examines the predictive role of word of mouth, customer experience, and cafe atmosphere on revisit intention among consumers at Holly Coffee Shop in Madiun, Indonesia. A causal associative survey design was adopted while accidental sampling technique was used to select the study population. A validated questionnaire was used to collect data from 100 participants and analyzed using multiple linear regression to test hypotheses which were accepted at p less than 0.001 level of significance. The result demonstrated that the predictive model significantly explained the variation in revisit intention among study participants, Adjusted R Square = 0.873, F (3, 96) = 228.800, p less than 0.001. Furthermore, cafe atmosphere (Beta = 0.631, p less than 0.001), customer experience (Beta = 0.228, p less than 0.001), and word of mouth (Beta = 0.170, p less than 0.001) significantly predicted consumer revisit intention. The study concludes that cafe atmosphere, customer experience, and word of mouth significantly contribute to shaping revisit intentions among study participants. The study recommends cafe management and marketing stakeholders should take proactive measures to optimize cafe aesthetics, service delivery, and organic positive reviews to systematically enhance customer retention.