Jurnal Ekonomi LLDikti Wilayah 1 (JUKET)

ISSN : 2807-4009 | Vol. 1 Issue 2, 2021

DOI : 10.54076/juket.v1i2.135

The Effect of Cafe Atmosphere and Food Quality on Revisit

Intention with Customer Satisfaction as a Mediating
Variable at Cafe in Medan City
Cendikia Taqwim1, Bunga Aditi2, Sopi Pentana3
1,2,3Fakultas Ekonomi Bisnis, Universitas Harapan Medan
2E-mail: cindikiata@gmail.com

Article Info ABSTRACT

Article history:
Received: Jun 9, 2018
Revised: Nov 20, 2018
Accepted: Jan 11, 2019
Keywords:
Atmosphere Cafe
Food Quality
Revisit Intention
Customer Satisfaction
This is an open access article
under the CC BY-NC license
Corresponding Author:
Cendikia Taqwim, Bunga Aditi, Sopi Pentana
.
This study aims to determine whether the cafe atmosphere and food
quality affect revisit intention with customer satisfaction as a mediating
variable at cafes in Medan. The analytical technique used is path
analysis as an analytical tool to determine the direction of the variables
studied and justify how significant the influence of the independent
variable with the dependent variable is either directly or indirectly
through the mediating variable. The total population in this study
amounted to 112 people, and 112 were used as samples using the
saturated sampling method, namely the model, which also represented
the total population. The results showed that cafe atmosphere had a
significant effect on customer satisfaction, food quality had a significant
effect on customer satisfaction, cafe atmosphere had a significant
effect on revisit intention, food quality had a significant effect on revisit
intention, customer satisfaction had a significant effect on revisit
intention, cafe atmosphere and food quality had a significant effect on
customer satisfaction, cafe atmosphere and food quality have a
significant effect on revisit intention, cafe atmosphere has a significant
effect on revisit intention through customer satisfaction, and food
quality has a considerable effect on revisit intention through customer
satisfaction.

INTRODUCTION

The city of Medan is the capital of North Sumatra; Medan is a city with a high population level. With
this increased number of residents, of course, they have different lifestyles; residents in the town of Medan are
always busy with work, so that they will spend more time outside the home than at home. This modern attitude
requires business people to do business at fast-food restaurants and cafes, which are expected to meet the
needs of this modern attitude because today's society they go to cafes or restaurants not only to enjoy the dish,
but they also expect a good atmosphere so that they can gather and reminisce with their friends, they expect
an atmosphere that can make them able to linger in the cafe. The phenomenon today is that people often hang
out from the past until now and experience some changes as the times develop.
In the past, hanging out was usually only done in small coffee shops, and the activities carried out were also
simpler to hang out with friends. However, nowadays, hanging out exercises are primarily done in cafes because
the cafe atmosphere is more comfortable and pleasing to the eye. The food quality is also very different from
coffee shops. This phenomenon causes more and more cafes in the city of Medan so that cafe and restaurant
owners are competing in designing cafes so that they get an atmosphere that can attract people to visit and
attract customers to make return visits. The cafe atmosphere and food quality have an extensive impact on the
response by customers who visit the cafe. Cafe atmosphere and food quality need to be a concern for quality
by a restaurant because cafe atmosphere and food quality affect the customer's vision.
(Katarika: 2017) cafe atmosphere can be interpreted as a cafe; it is essential to show the physical
appearance of the cafe, and the cafe atmosphere is also useful for building a sense of customer interest in the
cafe. (Winarjo and Japarianto, 2017:1) that providing quality, delicious food and by customer expectations can
positively influence the relationship between employees at the cafe and customers. (Syafi'i & Aditi: 2017)
Customer Satisfaction is a changing target; each consumer enters a buying and selling situation with a series
of needs at different levels. (Saintz, 2018: 77) revisit intention is a customer who has made a previous purchase
that turns out to be very fulfilled by the customer's expectations. A sense of customer satisfaction arises for the
cafe; this sense of customer satisfaction is the basis for future revisit intention. This research was conducted in
several cafes in Medan by the criteria of the cafe referred to author. This study is also to determine the
relationship between variables in each internet cafe will be researched; the author will conduct this research on
the owners of internet cafes in the city of Medan. Therefore, based on the above background, raised the title

Jurnal Ekonomi LLDikti Wilayah 1 (JUKET) , Vol.1, No.1 March 2021: xx-xx 82
"The Effect of Cafe Atmosphere and Food Quality on Return Visit Intentions with Customer Satisfaction as a
Mediation Variable at Cafes in Medan City".

RESEARCH METHOD

By the research study, the population of this study is a cafe in the city of Medan. (Sudaryono, 2017:166)
explains that a population is a generalization area consisting of objects or subjects that have certain qualities
and characteristics that are applied by the author to be studied and then drawn conclusions. From the data
obtained by the author, the total number of cafes is 112 cafes. The sampling technique that will be carried out
in this study uses saturated sampling. According to (Sugiyono, 2018:85), saturated sampling is a sampling
technique when all population members are used as samples, where the total respondents in this study are 112
cafes. The data collection technique used in this research is a survey with a questionnaire (Sugiyono, 2019:98).
The questionnaire is a data collection technique carried out by giving respondents written questions to answer.
In this study, the data analysis techniques used consisted of validity and reliability tests, path analysis, classical
assumption tests and model feasibility tests.

RESULTS AND DISCUSSIONS

In analyzing the data, the writer also took steps such as 1) Tabulation of each respondent's answer
from the answer sheet that respondents have filled in. 2) calculate all respondents' data scores. 3) perform
analysis techniques using SPSS (Statistical Product and Service Solutions).

Path Analysis

Table IV.32
Path Analysis: The Effect of Cafe Atmosphere and Food Quality on Customer
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.314 .381 3.445 .001

Atmosphere Cafe (X1) .314 .089 .301 3.515 .001

Food Quality (X2) .347 .084 .354 4.129 .000
a. Dependent Variable: Customer Satisfaction (Z)
Based on Table, the path equation is obtained as follows:
Z = 1.314 + 0.314X1 + 0.347X2 + e

Based on these equations, can be interpreted as follows:

1) It is known that the constant value is 1.314. This value can be interpreted if the Cafe Atmosphere, Food
Quality, does not affect the dependent variable Customer Satisfaction, then the deal of the dependent variable
Customer Satisfaction is 1.314.
2) It is known that the regression coefficient value of Atmosphere Cafe is 0.314. This value can be interpreted
when the Atmosphere Cafe increases by 1 unit, the Revisit Intention increases by 0.314. It is known that the Sig
Atmosphere Cafe value is 0.001 < 0.05, then the Cafe Atmosphere has a significant effect on Customer
Satisfaction.
3) It is known that the regression coefficient value of Food Quality is 0.347. This value can be interpreted when
Food Quality increases by 1 unit, then the Revisit Intention increases by 0.347. It is known that the Sig Food
Quality value is 0.000 <0.05, so Food Quality has a significant effect on Customer Satisfaction.

Table IV.33
Path Analysis: Effect of Cafe Atmosphere, Food Quality and Customer Satisfaction on Revisit Intention
Coefficientsa
Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 1.766 .332 5.319 .000

Atmosphere Cafe .167 .078 .198 2.150 .034 .803 1.246

(X1)
Food Quality (X2) .191 .075 .239 2.553 .012 .773 1.294
Customer .188 .079 .231 2.369 .020 .715 1.399
Satisfaction (Z)
a. Dependent Variable: Revisit Intention (Y)

Jurnal Ekonomi LLDikti Wilayah 1 (JUKET) , Vol.1, No.1 March 2021: xx-xx 83
 Based on Table, the path equation is obtained as follows:
Y = 1.766 + 0.167X1 + 0.191X2 + 0.188Z + e
Source: Processed Data, 2021

Based on these equations can be interpreted as follows:

1) It is known that the constant value is 1.766. This value can be interpreted if Cafe Atmosphere, Food
Quality, Customer Satisfaction do not affect the dependent variable Revisit Intention, then the value of
the dependent variable Revisit Intention is 1.766.
2) It is known that the regression coefficient value of Atmosphere Cafe is 0.167. This value can be
interpreted when the Atmosphere Cafe increases by 1 unit, the Revisit Intention increases by 0.167. It
is known that the Sig Atmosphere Cafe value is 0.034 < 0.05, then the Cafe Atmosphere has a
significant effect on Revisit Intention.
3) It is known that the regression coefficient value of Food Quality is 0.191. This value can be interpreted
when Food Quality increases by 1 unit, then the Revisit Intention increases by 0.191. It is known that
the Sig Food Quality value is 0.012 < 0.05, so Food Quality has a significant effect on Revisit Intention.
4) It is known that the regression coefficient value of Customer Satisfaction is 0.188. This value can be
interpreted when Customer Satisfaction increases by 1 unit, then Revisit Intention increases by 0.188.
It is known that the deal of Sig Customer Satisfaction is 0.020 <0.05, so Customer Satisfaction has a
significant effect on Revisit Intention.

Mediation Test

Source: Processed Data, 2021

Figure IV.3: Mediation Test

Based on the results of the mediation test:

1) It is known that Cafe Atmosphere has a significant effect on Customer Satisfaction, with a value of Sig
= 0.001 <0.05. Customer Satisfaction has a substantial effect on Revisit Intention with a value of Sig =
0.020 <0.05. So that Customer Satisfaction is significant as a mediator of the relationship between
Cafe Atmosphere and Revisit Intention, with an indirect effect of 0.314 x 0.188 = 0.059.
2) It is known that Food Quality has a significant effect on Customer Satisfaction, with a value of Sig =
0.000 <0.05. Customer Satisfaction has a considerable impact on Revisit Intention with a value of Sig
= 0.020 <0.05. So that Customer Satisfaction is significant as a mediator of the relationship between
Food Quality and Revisit Intention, with an indirect effect of 0.347 x 0.188 = 0.065.

DISCUSSION

1. Effect of Cafe Atmosphere on Customer Satisfaction at cafes in Medan

The result of the value of the Atmosphere Cafe on Customer Satisfaction is Sig = 0.001 < 0.05. The
results of this study are in line with the results of research conducted by Safitri, Surachman & Mugiono (2020)
and Wiwoho (2018). The research shows that there is a positive and significant influence between the Cafe
Atmosphere on Customer Satisfaction. Cafe Atmosphere is the atmosphere in a cafe that produces a certain
feeling in the customer caused by the use of interior design elements. From the research results, many cafe
owners always pay attention to the interior design in their cafe for Customer Satisfaction. The researcher can
conclude this research that Hypothesis 1 is accepted.

Jurnal Ekonomi LLDikti Wilayah 1 (JUKET) , Vol.1, No.1 March 2021: xx-xx 84
 2. Effect of Food Quality on Customer Satisfaction at cafes in Medan

It is known that the value of Food Quality on Customer Satisfaction is Sig = 0.000 <0.05. The results
of this study are in line with the results of research conducted by Safitri, Surachman & Mugiono (2020) and
Salsabilah, Titah & Sunarti (2018). The research shows that there is a positive and significant influence between
Food Quality on Customer Satisfaction. Food Quality is the quality of food served with the hope that customers
will share a positive impact on the bond between a cafe and customers. Therefore Food Quality must be
maintained consistently with the taste of the food to increase Customer Satisfaction. The researcher can
conclude this research that Hypothesis 2 is accepted.

3. The Effect of Cafe Atmosphere on Revisit Intention at cafes in Medan city

It is known that the value of the Cafe Atmosphere on the Revisit Intention is Sig = 0.034 < 0.05. The
results of this study are in line with the results of research conducted by Jayaweera & Sirisena (2020) and
Yolanda & Rose (2020). The research shows that there is a positive and significant influence between the Cafe
Atmosphere on the Revisit Intention. Attracting customers' attention to revisit intentions is to create a
comfortable atmosphere and design a unique room in the cafe. The reseacher can conclude this research that
Hypothesis 3 is accepted.

4. Effect of Food Quality on Revisit Intention at cafes in Medan city

It is known that the value of Food Quality on Revisit Intention is Sig = 0.012 < 0.05. The results of this
study are in line with the results of research conducted by Safitri, Surachman & Mugiono (2020) and Wiwoho
(2018). The research shows that there is a positive and significant influence between Food Quality on Revisit
Intention. A Food Quality will significantly affect the expectations of customers who visit because, with the
distinctive taste contained in the cafe, the customer will do a Revisit Intention. The researcher can conclude this
research that Hypothesis 4 is accepted.

5. Influence of Customer Satisfaction on Revisit Intention at cafes in Medan city

It is known that the value of Customer Satisfaction on Revisit Intention is Sig = 0.020 <0.05. The results
of this study are in line with the results of research conducted by Intan & Dewi (2018). The research shows that
there is a positive and significant influence between Customer Satisfaction on Revisit Intention. Customer
Satisfaction is a response or assumption by the customer regarding the fulfilment of customer needs in the cafe;
if the completion of customer needs is achieved, the customer will do a revisit intention in the future. This
researcher can conclude that Hypothesis 5 is accepted.
6. Effect of Cafe Atmosphere and Food Quality on Customer Satisfaction at cafes in Medan

It is known that the value of Cafe Atmosphere and Food Quality on Customer Satisfaction is Sig =
0.000 <0.05. The results of this study are in line with the results of research conducted by Safitri, Surachman &
Mugiono (2020) and Salsabilah, Titah & Sunarti (2018). The research shows a positive and significant influence
between Cafe Atmosphere and Food Quality on Customer Satisfaction. Cafe Atmosphere and Food Quality
have a very harmonious relationship for Customer Satisfaction. With a comfortable atmosphere and Food
Quality that is in line with expectations, the feelings of Customer Satisfaction will continue to increase in the
future. The researcher can conclude that Hypothesis 6 is accepted.

7. Effect of Cafe Atmosphere and Food Quality on Revisit Intention at cafes in Medan city

It is known that the value of Cafe Atmosphere and Food Quality on Revisit Intention is Sig = 0.000
<0.05. The results of this study are in line with the results of research conducted by Safitri, Surachman &
Mugiono (2020) and Wiwoho (2018). This research shows a positive and significant influence between Cafe
Atmosphere and Food Quality on Revisit Intention. Not only to increase Customer Satisfaction, Cafe
Atmosphere and Food Quality will also create feelings in the customer to make a Revisit Intention at the cafe.
The researcher can conclude this research that Hypothesis 7 is accepted.

8. Effect of Cafe Atmosphere on Revisit Intention through Customer Satisfaction at cafes in Medan city

It is known that the value of the direct effect of Atmosphere Cafe on Revisit Intention is 0.167, while the
value of the indirect impact of Atmosphere Cafe on Revisit Intention through Customer Satisfaction is 0.059.
The results of this study are in line with the results of research conducted by Safitri, Surachman & Mugiono
(2020) and Santiriningrum, Abdul & Ira (2020). The research shows a positive and significant influence between
the Cafe Atmosphere on Revisit Intention through Customer Satisfaction. The Intention to revisit occurs due to
the customer's very comfortable atmosphere, which creates a sense of customer satisfaction, and the customer
will make a revisit intention in the future. The researcher can conclude this research that Hypothesis 8 is
accepted.

9. Effect of Food Quality on Revisit Intention through Customer Satisfaction at cafes in Medan city

Jurnal Ekonomi LLDikti Wilayah 1 (JUKET) , Vol.1, No.1 March 2021: xx-xx 85
 It is known that the value of the direct influence of Food Quality on Revisit Intention is 0.191, while the
value of the indirect effect of Food Quality on Revisit Intention through Customer Satisfaction is 0.065. The
results of this study are in line with the results of research conducted by Safitri, Surachman & Mugiono (2020)
and Wiwoho (2018). The research shows a positive and significant influence between Food Quality on Revisit
Intention through Customer Satisfaction. Not only Cafe Atmosphere can cause Revisit Intention, but Food
Quality also because the quality and taste of the food significantly affect Customer Satisfaction which will later
lead to Revisit Intention in the future. The researcher can conclude this research that Hypothesis 9 is accepted.

CONCLUSION

1. Cafe atmosphere has a positive and significant effect on Customer Satisfaction at cafes in the city of Medan
2. Food Quality has a positive and significant effect on Customer Satisfaction at cafes in the city of Medan
3. Atmosphere Cafe has a positive and significant effect on Revisit Intention at cafes in the city of Medan
4. Food Quality has a positive and significant effect on Revisit Intention at cafes in the city of Medan
5. Customer Satisfaction has a positive and significant effect on Revisit Intention at cafes in the city of Medan
6. Cafe Atmosphere and Food Quality have a positive and significant effect on Customer Satisfaction at cafes
in the city of Medan
7. Cafe atmosphere and food quality have a positive and significant impact on revisit intentions at cafes in Medan
8. Atmosphere Cafe has a positive and significant effect on Revisit Intention through Customer Satisfaction at
cafes in the city of Medan
9. Food Quality has a positive and significant effect on Revisit Intention through Customer Satisfaction at cafes
in the city of Medan

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