FACTORS THAT INFLUENCE CUSTOMER’S INTENTIONS TO REVISIT CAFE: CASE STUDY OF SIETE CAFÉ IN BANDUNG

• Main Author: Erica Br Cibro, Yenny
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72400
• Institution: Institut Teknologi Bandung

The growth of the culinary industry, especially the restaurant and cafe business in Bandung has increased over the period from 2011 to 2016, that impacted increasing of competition among restaurant and cafe business competitors to attract visitors. In order to increase competition, each of companies could be a leader of competition by showing their own best products and being able to meet consumer’s wants which always change dynamically (Kotler, 2005). Siete Café is one of popular cafe in Bandung located at Jl. Sumur Bandung No.20. Siete Café was established on November 11th, 2011 by 6 students of Bandung Institute of Technology. The target market of Siete Café is college students from universities and employees in Bandung. In running the business and apply the marketing strategy, Siete Café implementing 7P’s marketing mix (Products, People and Process, Price, Place, Promotion, and Physical Evidence) in order to improve customer satisfaction that will influence customer’s decision to revisit in Siete Café. But in 2015, Siete Café had decreased of total sales numbers caused by the decreased of visitor numbers in that period. This research aims to identify and analyze the relationship between the factors of Siete Café’s marketing mix (food quality, service quality, place, price, promotion, physical evidence) as an independent variables to customer satisfaction as the dependent variable, and also the relationship between customer satisfaction as independent variable toward revisit intentions as a dependent variable. The data were gathered using questionnaire and distributed to 184 customers who had visited Siete Café. The result showed that the factor of quality food, place, price and promotion does not have a significant effect (sig> 0.05) towards customer satisfaction in Siete Café. While the quality of service and physical evidence has a significant impact on customer satisfaction in Siete Café value (sig> 0.05 and beta = 0.281; 0.309). The results also found that the squared Rvalue of this study marks a 0.298 value or 29.8%, which signifying the effect of Food Quality, Service Quality, Place, Price, Promotion, and Physical Evidence of overall Customer Satisfaction. The number is also telling the existence of a 70.2% contribution of the Customer Satisfaction Measurement that is not covered in this study. However, the value of the squared R is 0.503, or 50.3% of the effect of Customer Satisfaction toward the Revisit Intention to Siete Café. The result will be functional for Siete Café’s management to evaluate and enhance the factors that might enhance the customer satisfaction to induce their intention to revisit, specifically physical evidence and service quality. Siete Café also needs to analyze the market trend in order to improve marketing strategies.