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All Journal International Journal of Economics, Business and Innovation Research Asian Journal of Management, Entrepreneurship and Social Science
Abdullah Syakur Novianto
Student of The Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Negeri Malang and Lecture of Universitas Islam Malang, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Determinant of Customers' Revisit Intention: Study of MSMEs in Indonesia Abdullah Syakur Novianto; Sudarmiatin Sudarmiatin; Agus Hermawan
International Journal of Economics, Business and Innovation Research Vol. 2 No. 03 (2023): May, International Journal of Economics, Business and Innovation Research
Publisher : Cita konsultindo

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Abstract

MSMEs have an essential role in the economy of Indonesia. MSMEs can absorb around 97% of the national workforce compared to large businesses, which absorb only 3%. A coffee shop is one of the MSMEs that has proven to survive during the Covid-19 pandemic. The ANT shop is an MSME located in Probolinggo City and has a unique place and natural atmosphere. This study examines the effect of price value and taste values on revisit intention through memorable experiences as variable mediation in MSMEs in Indonesia. Primary data was obtained with a spread questionnaire to visitors who come to Kedai ANT. Partial least squares–structural equation modeling used to test the effect of price value and taste value on revisit intention through memorable experience as variable mediation. The results of this study are price value found no direct influence against ME and no direct influence towards revisit intention. In contrast, the taste value is found to be directly influential to memorable experiences and not directly impactful to revisit intention.
Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective Abdullah Syakur Novianto; Heri Pratikto; Ludi Wishnu Wardana
Asian Journal of Management, Entrepreneurship and Social Science Vol. 4 No. 02 (2024): May, Asian Journal of Management Entrepreneurship and Social Science ( AJMESC
Publisher : Cita Konsultindo Research Center

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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.
Co-Authors Agus Hermawan Heri Pratikto Ludi Wishnu Wardana Sudarmiatin