PENGARUH SUASANA KAFE, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP MINAT BERKUNJUNG KEMBALI KONSUMEN (STUDI KASUS: GUNUNG WALAT CAFÉ CIBADAK KABUPATEN SUKABUMI)

This study aims to analyze the influence of café atmosphere, service quality, and product quality on consumer revisit interest at Gunung Walat Café, Cibadak, Sukabumi Regency. Gunung Walat Café is a semi-outdoor concept café with natural appeal, but faces challenges in terms of atmosphere, service quality, and product consistency. This study is motivated by the increasing competition in the café industry and the importance of creating positive consumer experiences to build loyalty and encourage repeat visits. This study uses a quantitative method with a survey approach. The population in this study is all customers of Gunung Walat Café. The sampling method used in this study is nonprobability sampling with purposive sampling technique, and the sample size is 100 respondents. Data was collected through questionnaires and analyzed using the PLS-SEM method with the assistance of SmartPLS software version 4. The results of the study indicate that the variables of service quality and product quality have a positive and significant effect on the intention to revisit, while the café atmosphere variable does not have a significant effect on the intention to revisit. These findings confirm that improving service quality and product quality plays a crucial role in fostering customer loyalty, while café ambiance has not yet become the primary determining factor in encouraging repeat visits by consumers at Gunung Walat Café.
Keywords: café atmosphere, service quality, product quality, intention to revisit, Gunung Walat Café.