Pengaruh Suasana Toko, Kualitas Layanan, dan Consumer well-being (CWB) terhadap Repurchase intention Kopi Janji Jiwa di Kota Bengkulu dengan Perceived value sebagai Variabel Mediasi
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Abstract
Pertumbuhan sangat cepat sektor kedai kopi modern di Indonesia menuntut pengelola bisnis agar tidak sekadar memfokuskan mutu produk, melainkan juga menghadirkan pengalaman menikmati yang mampu memberi manfaat tambahan bagi pelanggan. Studi ini bertujuan menelaah dampak atmosfer gerai, mutu pelayanan, serta kesejahteraan pelanggan terhadap kecenderungan pembelian kembali pelanggan Kopi Janji Jiwa di Kota Bengkulu dengan nilai yang dirasakan sebagai faktor perantara pada keterkaitan tersebut. Kajian ini memanfaatkan pendekatan kuantitatif melalui teknik purposive sampling, di mana partisipan dipilih dari pelanggan yang pernah melakukan transaksi produk Kopi Janji Jiwa. Pengumpulan informasi dilaksanakan melalui angket yang dibagikan secara daring maupun luring pada Februari 2026. Berikutnya, informasi tersebut diolah memakai metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Temuan pengolahan memperlihatkan bahwa kesejahteraan pelanggan menjadi faktor yang memberi dampak paling dominan terhadap nilai yang dirasakan maupun kecenderungan pembelian kembali. Di sisi lain, atmosfer gerai bersama mutu pelayanan terbukti memberi dampak bermakna terhadap nilai yang dirasakan, namun tidak menunjukkan dampak langsung terhadap kecenderungan pembelian kembali. Kajian ini juga mengungkapkan bahwa nilai yang dirasakan berperan sebagai unsur penghubung yang menjembatani keterkaitan antara faktor pendahulu dengan kecenderungan pembelian kembali pelanggan. Temuan tersebut menandakan bahwa keberhasilan kedai kopi modern dalam meningkatkan kesetiaan pelanggan sangat dipengaruhi oleh kemampuan perusahaan menghadirkan pengalaman menikmati yang memberi manfaat sekaligus meningkatkan kesejahteraan emosional pelanggan.
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