Mediating Effects of Memorable Experience on Intention to Revisit: MSME Coffee Shop Perspective

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)
Heri Pratikto (Faculty of Economics and Business, Universitas Negeri Malang, Indonesia)
Ludi Wishnu Wardana (Faculty of Economics and Business, Universitas Negeri Malang, Indonesia)

Asian Journal of Management, Entrepreneurship and Social Science
Vol. 4 No. 02 (2024): May, Asian Journal of Management Entrepreneurship and Social Science ( AJMESC

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.