Factor Influencing Customer To Revisit Hipster Cafes in Terengganu

Abstract

Hipster cafes are known for offering unconventional and unique cuisine, targeting a youthful demographic with a wide variety of meals and internet access. In recent years, Terengganu has seen a surge in the number of such cafes, akin to mushrooms sprouting after rain. This study investigates the factors influencing customers' intentions to revisit hipster cafes in Terengganu, focusing on service quality, pricing, food quality, cafes ambience and customer satisfaction. Data were collected through an online questionnaire distributed via Google Forms, with responses from 95 individuals who have previously visited hipster cafes. Statistical analyses, including descriptive analysis, multiple linear regression, and normality tests, were conducted using SPSS version 25.0. The findings reveal that all the key factors of service quality, price, food quality, cafes ambience and customer satisfaction significantly influence customers' revisit intentions. In conclusion, the study successfully demonstrates that these factors play a pivotal role in encouraging customers to return to hipster cafes in Terengganu