PENGARUH LOKASI, PRODUK DAN LAYANAN TERHADAP REVISIT INTENTION: PAOLO FEST CAFÉ, BATU
Keywords:
Lokasi, Kualitas Produk, Kualitas Pelayanan, Niat Berkunjung Kembali, Paolo Fest CaféAbstract
Dibalik popularitas dan daya tarik yang dimiliki Paolo Fest Café, Batu, terdapat beberapa masalah yang menghalangi pelanggan untuk berkunjung kembali. Keluhan pelanggan tertarik pada Lokasi, Kualitas Produk, dan Kualitas Layanan kafe ini. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh Lokasi, Kualitas Produk, dan Kualitas Layanan terhadap Niat Berkunjung Kembali di Paolo Fest Cafe yang terletak di Kota Batu, Jawa Timur. Data primer untuk penelitian ini diperoleh melalui wawancara dan kuesioner yang didistribusikan kepada sejumlah responden, sedangkan data sekunder diperoleh dari artikel, jurnal, dan buku. Pengujian hipotesis dilakukan menggunakan pendekatan Structural Equation Model (SEM) berbasis Partial Least Square (PLS). Hasil analisis data menunjukkan respon yang kurang baik dari responden mengenai Lokasi, Kualitas Produk, dan Kualitas Layanan kafe sehingga mempengaruhi niat mereka untuk berkunjung kembali. Temuan ini menunjukkan bahwa faktor-faktor tersebut memiliki pengaruh yang signifikan dan positif terhadap niat berkunjung kembali di Paolo Fest Cafe, Batu. Hasil ini menyarankan bahwa perluasan jalan masuk dan arah petunjuk yang lebih besar, pemeriksaan kualitas produk, serta peningkatan kualitas layanan dapat meningkatkan niat pelanggan untuk mengunjungi kembali ke Paolo Fest Café, Batu, yang kemudian dapat menjadi dasar untuk strategi pemasaran dan pengembangan layanan di masa depan.
Kata Kunci: Lokasi, Kualitas Produk, Kualitas Pelayanan, Niat Berkunjung Kembali, Paolo Fest Cafe.
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