PENGARUH STORE ATMOSPHERE TERHADAP HEDONIC EXPERIENCE DAN SOCIAL EXPERIENCE SERTA DAMPAKNYA TERHADAP REVISIT INTENTION (Studi pada Konsumen Coffee Shop Starbuck di Kota Tasikmalaya)

The purpose of this study was to determine and analyze the influence of Store Atmosphere on Hedonic Experience and Social Experience and its Impact on Revisit Intention (Study on Starbucks Coffee Shop Consumers in Tasikmalaya City). The research method used was a survey method with a quantitative approach by distributing questionnaires to Starbucks coffee shop consumers in Tasikmalaya City. The type of data used was primary data and the population in this study was 215 people. The sample in this study was Starbucks coffee shop consumers in Tasikmalaya City. The sample in this study was 215 Starbucks coffee shop consumers with a purposive sampling technique, namely a sample determination technique by determining the desired sample criteria. The data collection technique used was the questionnaire method (questionnaire) given to respondents. The analysis tool in this study used Structural Equation Modeling (SEM) analysis. The results of the analysis show that: (1) Store Atmosphere has a positive effect on Hedonic Experience, (2) Store Atmosphere has a positive effect on Social Experience, (3) Hedonic Experience has a positive effect on Revisit Intention, (4) Social Experience has a positive effect on Revisit Intention, (5) Hedonic Experience can mediate the relationship between Store Atmosphere and Revisit Intention and; (6) Social Experience can mediate the relationship between Store Atmosphere and Revisit Intention of Starbucks Coffee Shop Consumers in Tasikmalaya City. Keywords: Store Atmosphere, Hedonic Experience, Social Experience, Revisit Intention