REPURCHASE INTENTION IN MID-SIZED CITY CAFES: A CASE STUDY OF CAFE BRUGE

This research is motivated by technological developments as a result of globalization, making entrepreneurs required to be able to innovate in creating interesting and creative ideas and set strategies so that companies can attract consumers and meet increasingly varied consumer needs. One of them is Cafe. Cafe has quite an important role in the culinary world. The culinary world is something that cannot be separated from the basic needs of every human being. Cafes also have a wide selection of food and beverage products to attract the attention of consumers. The purpose of this study was to determine the effect of perceived enjoyment, food quality, and hospitality on repurchase intention (Study on Cafe Bruge Consumers in Jepara, Indonesia) by taking a sample of respondents from cafe bruge consumers, as many as 96 consumers. The number of samples was taken using the non-probability sampling technique with the accidental sampling method. The results of this study indicate that perceived enjoyment, food quality, and hospitality have a positive and significant effect on repurchase intention. The coefficient of determination (adjusted R square) is 0.399, which means that perceived enjoyment, food quality, and hospitality can explain repurchase intention at Cafe Bruge Jepara by 39%. While the remaining 61% is explained by other factors not examined in this study.