Studi Terhadap Minat Beli Ulang Pada Hidden Gem Warga Lokal Kafe

This study analyzes the influence of product quality, price, location, and store atmosphere on customer repurchase intention at Warga Lokal Cafe, Semarang. Repurchase intention is crucial in the highly competitive coffee shop industry. Using a quantitative method, this study distributed questionnaires to 115 respondents who had made at least two purchases. Data was analyzed using PLS-SEM. The results show that product quality, price, location, and store atmosphere have a positive and significant influence on repurchase intention, with the greatest influence on location, followed by price, store atmosphere, and product quality. It is important for Warga Lokal Cafe to improve product quality, adjust prices, enhance accessibility, and create a better store atmosphere to attract and retain customers. Penelitian ini menguji pengaruh kualitas produk, harga, lokasi, dan suasana toko terhadap minat beli ulang konsumen di Warga Lokal Kafe, Semarang. Minat beli ulang sangat penting di tengah persaingan ketat industri kafe. Dengan metode kuantitatif, penelitian ini menyebarkan kuesioner kepada 115 responden yang telah melakukan minimal dua kali pembelian. Data dianalisis menggunakan PLS-SEM. Hasil menunjukkan bahwa kualitas produk, harga, lokasi, dan suasana toko berpengaruh positif dan signifikan terhadap minat beli ulang, dengan pengaruh terbesar pada lokasi, diikuti oleh harga, suasana toko, dan kualitas produk. Penting bagi Warga Lokal Kafe untuk meningkatkan kualitas produk, penyesuaian harga, aksesibilitas, dan suasana toko untuk menarik serta mempertahankan pelanggan.