The Effect of Store Atmosphere and Perceived Price Fairness on Revisit Intention Through Customer Satisfaction Among Generation Z Cafe Customers

Abstract

This study aims to examine the effect of Store Atmosphere and Perceived Price Fairness on Revisit Intention among Generation Z customers of cafes in the Sudimoro area, Malang City, and to analyze the mediating role of Customer Satisfaction. The Sudimoro cafe area, once a favorite hangout spot for students, has experienced a decline in visitor numbers amid growing competition from newer, more aesthetic cafe areas. This study used a quantitative explanatory approach with purposive sampling, involving 110 respondents aged 17-27 years who had visited a cafe in the Sudimoro area at least twice in the past 12 months. Data were collected through questionnaires using a five-point Likert scale and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Store Atmosphere and Perceived Price Fairness each have a positive and significant effect on both Customer Satisfaction and Revisit Intention. Customer Satisfaction also has a positive and significant effect on Revisit Intention. Mediation testing shows that Customer Satisfaction partially mediates (complementary mediation) the effect of both Store Atmosphere and Perceived Price Fairness on Revisit Intention.