Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective
MSME cafes are a type of MSME experiencing rapid development, especially in big cities. Cafe ANT is one of the MSME cafes that has a unique open space with nature and a wide menu of coffee choices. By using consumption value theory (CVT), this research aims to examine the impact of the dimensions o...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
cita konsultindo
2024-04-01
|
| Series: | Asian Journal of Management, Entrepreneurship and Social Science |
| Subjects: | |
| Online Access: | http://www.ajmesc.com/index.php/ajmesc/article/view/755 |
| _version_ | 1797201789966090240 |
|---|---|
| author | Abdullah Syakur Novianto Heri Pratikto Ludi Wishnu Wardana |
| author_facet | Abdullah Syakur Novianto Heri Pratikto Ludi Wishnu Wardana |
| author_sort | Abdullah Syakur Novianto |
| collection | DOAJ |
| description |
MSME cafes are a type of MSME experiencing rapid development, especially in big cities. Cafe ANT is one of the MSME cafes that has a unique open space with nature and a wide menu of coffee choices. By using consumption value theory (CVT), this research aims to examine the impact of the dimensions of consumption value felt by visitors towards coffee drinks offered by Cafe ANT, including taste value, price value, memorable experience on intention to visit again. Using a survey, this research collected data from visitors who had experience visiting Cafe ANT. Partial least squares structural equation modelling was used to test the importance of the dimensions of taste value, price value, and memorable experience on revisit intention. The research results show that the value of taste and memorable experience influences the intention to visit again, while the price value does not influence the intention to visit again. Memorable experiences with a partner mediate the value of feelings towards the intention to visit again.
|
| first_indexed | 2024-04-24T07:53:08Z |
| format | Article |
| id | doaj.art-5051d2082c6b4a9d9b3b74b426cf85a5 |
| institution | Directory Open Access Journal |
| issn | 2808-7399 |
| language | English |
| last_indexed | 2024-04-24T07:53:08Z |
| publishDate | 2024-04-01 |
| publisher | cita konsultindo |
| record_format | Article |
| series | Asian Journal of Management, Entrepreneurship and Social Science |
| spelling | doaj.art-5051d2082c6b4a9d9b3b74b426cf85a52024-04-18T07:51:51Zengcita konsultindoAsian Journal of Management, Entrepreneurship and Social Science2808-73992024-04-01402Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop PerspectiveAbdullah Syakur Novianto0Heri Pratikto1Ludi Wishnu Wardana2Student of The Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Negeri Malang and Lecture of Universitas Islam Malang, Indonesia Faculty of Economics and Business, Universitas Negeri Malang, IndonesiaFaculty of Economics and Business, Universitas Negeri Malang, Indonesia MSME cafes are a type of MSME experiencing rapid development, especially in big cities. Cafe ANT is one of the MSME cafes that has a unique open space with nature and a wide menu of coffee choices. By using consumption value theory (CVT), this research aims to examine the impact of the dimensions of consumption value felt by visitors towards coffee drinks offered by Cafe ANT, including taste value, price value, memorable experience on intention to visit again. Using a survey, this research collected data from visitors who had experience visiting Cafe ANT. Partial least squares structural equation modelling was used to test the importance of the dimensions of taste value, price value, and memorable experience on revisit intention. The research results show that the value of taste and memorable experience influences the intention to visit again, while the price value does not influence the intention to visit again. Memorable experiences with a partner mediate the value of feelings towards the intention to visit again. http://www.ajmesc.com/index.php/ajmesc/article/view/755Price value, taste value, memorable experience, intention to revisit, MSME |
| spellingShingle | Abdullah Syakur Novianto Heri Pratikto Ludi Wishnu Wardana Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective Asian Journal of Management, Entrepreneurship and Social Science Price value, taste value, memorable experience, intention to revisit, MSME |
| title | Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective |
| title_full | Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective |
| title_fullStr | Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective |
| title_full_unstemmed | Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective |
| title_short | Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective |
| title_sort | mediating effects of memorable experience on intention to revisit msme coffee shop perspective |
| topic | Price value, taste value, memorable experience, intention to revisit, MSME |
| url | http://www.ajmesc.com/index.php/ajmesc/article/view/755 |
| work_keys_str_mv | AT abdullahsyakurnovianto mediatingeffectsofmemorableexperienceonintentiontorevisitmsmecoffeeshopperspective AT heripratikto mediatingeffectsofmemorableexperienceonintentiontorevisitmsmecoffeeshopperspective AT ludiwishnuwardana mediatingeffectsofmemorableexperienceonintentiontorevisitmsmecoffeeshopperspective |