THE EFFECT OF CUSTOMER SATISFACTION ON INTENTION TO REVISIT WITH CUSTOMER HABIT AS A MEDIATING VARIABLE

Davidson, Richard Kurniawan (2024) THE EFFECT OF CUSTOMER SATISFACTION ON INTENTION TO REVISIT WITH CUSTOMER HABIT AS A MEDIATING VARIABLE. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This research analyses the effect of customer satisfaction toward intention to revisit with customer habit as a mediating variable. The research was conducted by using a survey method via Google Form by utilizing a Likert scale. Data was collected using purposive sampling method from 161 respondents who know and have visited Cold N Brew Demangan within the last year. Data analysis was performed using Smart PLS 3 software. The findings show that brand awareness, perceived product quality, perceived service quality, and physical environment positively affect customer satisfaction. Followed by intention to revisit that positively affected by customer satisfaction and customer habit. Moreover, customer habit is able to mediate the effect of customer satisfaction towards intention to revisit.

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