Analisis pengalaman perilaku terhadap niat berkunjung kembali di mediasi oleh kepuasan pelanggan generasi Z di coffee shop
DOI:
https://doi.org/10.53088/jmdb.v6i2.2757Keywords:
Behavioural Experience, Customer Satisfaction, Revisit IntentionAbstract
Increasing competition in the coffee shop industry has made it increasingly important for businesses to retain Generation Z customers by creating positive customer experiences. This study examines the effect of behavioral experience on revisit intention, with customer satisfaction serving as a mediating variable. The sample consisted of 200 Generation Z consumers who had visited coffee shops and purchased their products in Bandung, Indonesia. This study employed a quantitative approach with a causal research design. Primary data were collected through an online questionnaire administered via Google Forms and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that behavioral experience has both direct and indirect effects on revisit intention. Behavioral experience also influences customer satisfaction, which, in turn, affects customers’ intention to revisit. The mediation analysis confirms that customer satisfaction mediates the relationship between behavioral experience and revisit intention. These findings offer practical insights for coffee shop operators seeking to develop customer experience strategies tailored to Generation Z, thereby increasing customer satisfaction, encouraging repeat visits, and supporting long-term business sustainability.
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