An Empirical Study on the interplay of Customer Experience, Atmoshpher, and Sales Promotion on Gen Z Repurchase Intention in the Café Industry (Case at Café of Warunk Cengkareng)

Fitri; Ali Hanafiah

doi:10.55927/mudima.v5i12.576

Authors

Fitri Universitas Mercu Buana
Ali Hanafiah Universitas Mercu Buana

DOI:

https://doi.org/10.55927/mudima.v5i12.576

Keywords:

Customer Experience, Atmosphere, Sales Promotion, Repurchase Intention

Abstract

Using a case study at Suasana Warunk Cengkareng, this study examines the impact of customer experience, café atmosphere, and sales promotion on Generation Z's repurchase intention. As competition in Indonesia’s coffee shop industry intensifies, Generation Z has become the main consumer group. A quantitative causal research design was applied, with data collected through questionnaires from 186 respondents who had made at least two repeat purchases. Structural equation modeling using SmartPLS 3.0 revealed that customer experience, café atmosphere, and sales promotion significantly influence repurchase intention. Key drivers include attractive promotions, consistent product quality, comfortable interiors, and excellent service. The findings, aligned with the Stimulus–Organism–Response (SOR) theory, suggest that café managers should prioritize atmosphere, service quality, and innovative promotions to foster long-term loyalty

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