E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 58 e-ISSN 2407-392X. p-ISSN 2541-0857 Enhancing Repurchase Intention at Warung Kopi Tepi Sungai Depok: The Role of Customer Experience Maidar Simanihuruk*, Yuviani Kusumawardhani, Lovita Susan Audilla Sekolah Tinggi Pariwisata Bogor, Indonesia *Corresponding Author: maidar_manihuruk@stpbogor.ac.id DOI: https://doi.org/10.24922/eot.v9i1.82285 Article Info Submitted: January 12th 2022 Accepted: March 7th 2022 Published: March 31th 2022 Abstract Experience is the most critical stage in earning customers' hearts. Any marketing strategy must include the creation of a positive customer expe- rience. The higher the impact on customer pleasure and the willingness to return and acquire the products sold, the better the customer experience. Warung Kopi Tepi Sungai Depok has various advantages despite its less-than-ideal location. It provides guests with comfort and a peaceful rural setting. The purpose of this research is to determine how customer experience influences repurchase intent at Warung Kopi Tepi Sungai Depok. In order to collect more comprehensive, valid, accurate, and objective data, a quantitative method was used in the study. A total of 101 customers who visited the café were included in the sample. Both factor and regression analysis was employed in the data analysis. Customer experience had a substantial impact on repurchase intention (t = 8.356 > t table with a significance of 0.000 (ρ < 0.05). With its interior design and unique style, the customer experience at Warung Kopi Tepi Sungai Depok has a dominant influence on influencing repurchase intention, and consumers are interested in returning to this place. The author makes a suggestion, advising that more attention be paid to and development of the website be done in order to establish direct contacts with clients. This cafe has to improve its services, offer new menu items, and keep its facilities clean. Then Warung Kopi Tepi Sungai Depok will be the top option of the customers. Keywords: Repurchase Intention; Customer Experience; Revisit Inten- tion. INTRODUCTION Background In reaching the point of consumer satisfaction to generate consumer repur- chase intention, a cafe business has to take into account how much the determination of the prices, menu to be offered, and the quality of the service that will be provided by the cafe. But for now, focusing attention on those aspects is taken for granted. Therefore, now is the time for cafes to be aggressive in carrying out promotions, as well as provide unique benefits and experi- ences for consumers so that consumers are very memorable and can always remember it. The services provided must be able to evoke sensations and experiences that will http://ojs.unud.ac.id/index.php/eot E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 59 e-ISSN 2407-392X. p-ISSN 2541-0857 generate repurchase interest in a company. In creating a customer experience, the company will always be emotionally in- volved in much activity so that consumers will get a unique, memorable, and unfor- gettable experience on the spot and will create a sense of desire to revisit (Hasan, 2013; Sayuti & Dewi, 2015). The purpose of a business is to make consumers feel satisfied. The creation of satisfaction felt by consumers in the cafe business will provide several advantages for a company, including the establishment of a good relationship between the com- pany and the consumer itself to be more harmonious, provide a good basis for re- purchasing and create consumer loyalty to the company, and form word of mouth rec- ommendations. The higher of the customer experience will obviously affect consumer satisfaction and will directly affect the con- sumer's desire to come back and buy the products sold. The company will gain mul- tiple benefits, through the dissemination of positive information from consumers to consumers (Tjiptono, 2000; Safitri, 2017). Converse, if there is no satisfaction ob- tained by consumers, it will result in con- sumers switching to other companies. The lack of satisfaction obtained by consumers will result in consumers being reluctant to make repeat purchases at a particular com- pany or brand. To accomplish customer satisfac- tion, it is necessary to provide an interest- ing experience. If consumers feel uncom- fortable and disappointed then what hap- pens is that consumers will complain and criticize the cafe and provide a bad experi- ence for consumers. With the experience provided in the form of the best service and providing a different atmosphere from ex- isting cafes, consumers will feel happy, comfortable and make the cafe the main choice to revisit. With a not-so-strategic lo- cation, Warung Kopi Tepi Sungai Cafe, Depok has several advantages. It has com- fort and a quiet rural atmosphere that makes customers happy. Researchers are interested in knowing the relationship be- tween customers and repurchase intention at Warung Kopi Tepi Sungai Cafe, Depok. Research Objectives This current study was intended to analyze the effect of the dimension of cus- tomer experience (sense, feel, think, act, and relate) on the repurchase intention (transactional interest, referential interest, preferential interest, and explorative inter- est) of the customers visiting the Warung Kopi Tepi Sungai Café, Depok. LITERATURE REVIEW Customer Experience Customer experience is a personal experience that is obtained due to certain stimuli, for example, those given by mar- keters before and after the purchase of goods and services (Upayani, Susrusa, & Anggreni, 2019). Customer experience re- fers to the experience felt by customers of a brand, product, or service to increase the value of a sale. The experience felt by customers of a brand, product, or service to increases the value of a sale and evoke emotions and feelings that have an impact on marketing, especially the sale of products and services such as café (Schmitt, 2003; Monica & Widaningsih, 2020). The five dimensions of Customer Experience. These five di- mensions are: sense, feel, think, act, and re- late. (1) Sense, associated with style, ver- bal and visual that can create an impression that can be remembered by customers. An approach has a goal to feel and create ex- periences related to feelings through seeing by touching, feeling, and smelling in other words related to the five senses which in- clude style, theme and color; (2) Feel, it re- lates to the mood and emotions of a per- son's soul. This is not just about pictur- esque, but the mood and emotions of the http://ojs.unud.ac.id/index.php/eot E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 60 e-ISSN 2407-392X. p-ISSN 2541-0857 soul that can evoke happiness or even sad- ness. The intended feel is an emotional feeling that comes from the heart in a pos- itive way and the feeling of joy that occurs. The sensing element can also affect mood and positive feelings or emotions; (3) Think, creative thoughts that arise in the minds of consumers of a brand company. Customers are invited to engage in creative thinking. The principle of thought consists of 3: surprise, intrigue, and provocation; (4) Act, the actual behavior and lifestyle of a person. It has to do with how to get people to do things and express their lifestyle. The Marketing Act strategy is designed to cre- ate a customer experience that relates to body movements or in other words the movements and interactions that arise. Act Experience includes flesh that is related to the body, not only the sensation and per- ception of the outside world, the action of the machine also works fully which can cause interaction, because it is closely re- lated to physical behavior on lifestyle and from the interacting parties; (5) Relate, at- tempts to connect one person to another, to a brand or company, and to culture. This relates to a person's culture and reference group that can create identity. The com- pany must be able to create an identity (generation, nationality, and ethnicity) for its customers with the products or services offered. Companies can use culture in ad- vertising and web design that can identify certain customer groups. Repurchase Intention Consumer purchase intention is a consumer behavior where consumers have a desire to buy or choose a product, based on experience in choosing, using and con- suming, or even wanting a product. The factors that influence buying interest are related to feelings and emotions, if some- one feels happy and satisfied in buying goods or services then it will strengthen buying interest, and dissatisfaction will usually eliminate that interest (Kotler & Keller, 2012; Satria, 2017). The AIDA model is a stage model of consumer buying interest before making a purchase: atten- tion, interest, desire, and action (Kotler & Keller, 2012; Priansa, 2017). (1) Attention, this stage is the initial stage that appears in assessing a product or service in accordance with the needs of prospective customers, besides that prod- ucts and services are also studied by these prospective customers; (2) Interest, pro- spective customers begin to be interested in a product and are interested in buying the products or services that have been offered, because they have received the information and services; (3) Desire, prospective cus- tomers at this stage begin to think and dis- cuss the products and services offered. They have the desire, and the desire to buy that is starting to emerge. Prospective cus- tomers have begun to be interested in the product or service, and this stage is marked by strong interest from potential customers to buy and try the product or service of- fered; (4) Action, this stage, the prospec- tive customer already has stability accom- panied by a sense of confidence to buy and also use the product or service that has been offered. Repurchase intention, the individu- al's perception about buying again a deter- mined service from the same company, taking into account his or her current situ- ation and likely circumstances (Hellier, Geursen, Carr, & Rickard, 2003). Accord- ing to (Ferdinand 2002) repurchase inten- tion is a consumer commitment that is formed after the consumer makes a pur- chase of a product or service, the consum- er's positive impression of a brand, and consumers are satisfied with the purchase. Repurchase intention arises after the cus- tomer gets an expected and desired satis- faction with a service. Repurchase inten- tion that occurs continuously can mean that the customer has become a very loyal cus- tomer for a product or service (Priansa, http://ojs.unud.ac.id/index.php/eot E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 61 e-ISSN 2407-392X. p-ISSN 2541-0857 2017; Monica & Widaningsih, 2020). Re- purchase intention is identified through in- dicators: transactional interest, referential interest, preferential interest, exploratory interest (Ferdinand 2002; Ailudin & Sari 2019). Transactional Interest, a person's tendency to buy a product; Referential In- terest, the tendency of a person to refer products to others; Preferential Interest, an interest that describes the behavior of someone who has a primary preference for the product and it can only be changed if something happens to the preferred prod- uct; Explorative Interest, the behavior of someone who is always looking for infor- mation about the product of interest and looking for information to support the pos- itive properties of the product. RESEARCH METHODS Research Location and Time This research was conducted at Warung Kopi Tepi Sungai Café, Depok for five months, from March 2021 to July 2021. The research began from the process of data collection until completion and fo- cuses on customer experience affect repur- chase intention at Warung Kopi Tepi Sungai Café, Depok. With a not-so-strate- gic location, it has several advantages, comfort and a quiet rural atmosphere that makes customers happy. This research is expected to help the object to know whether their customer experience affect repurchase intention at Warung Kopi Tepi Sungai Cafe, Depok. Data Collecting The type of research data consisted of primary data and secondary data. Both the qualitative and quantitative data were used in the current research. The data were obtained from both the primary and sec- ondary data sources. The data were col- lected through the library research and field research (observation, direct interview, questionnaire, and documenta- tion). Data collection in this research was conducted through observations, inter- views, documentation, and library studies. Research Population and Samples The research sampling is based on the requirements of the regression analysis in which the requirements for the number of samples are 101. The population in this study included all the customers who vis- ited the Warung Kopi Tepi Sungai Depok. The sample consists of 101 respondents utilizing non-probability sampling of purposive sampling technique that allows the researcher to not giving equal opportunities to all elements of the population to be selected as a respondent. Of these, 101 responses were deemed useful and used in the data analysis with a valid response rate of 90 percent. Variables and Data Analysis The completed and structured close- ended questionnaires were coded and keyed in the Statistical Package for Social Sciences (SPSS) computer program ver- sion 23 and descriptive analysis such as means, standard deviation, and correlation analysis was performed. Next, further in- vestigation using hierarchical simple re- gression analysis was executed to assess the relationship between one independent variable (customer experience) and the de- pendent variable (repurchase intention), controlling the effect of a different of inde- pendent variable on the dependent variable which thereafter could furnish empirical findings in supporting the outlined re- search objectives. This is an associative research ap- proach, which means it is used to deter- mine the effect of independent variables on the dependent variable. At Warung Kopi Tepi Sungai, Depok, a study was done to investigate the impact of customer experi- ence on repurchase intention. http://ojs.unud.ac.id/index.php/eot E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 62 e-ISSN 2407-392X. p-ISSN 2541-0857 RESULT AND DISCUSSION Demographic Characteristics of Re- spondents In table 1 depicts the respondents’ demographic characteristics of respond- ents. Male respondents made up 57.4 per- cent of the sample while females made up 42.6 percent. This shows that males are more consumptive in buying products at Warung Kopi Tepi Sungai Depok. The re- spondents are dominant aged 20 – 25 years (54.5 percent) with education of 50.5 per- cent are high school graduates and this ex- plains that consumers who visit Warung Kopi Tepi Sungai Depok are of productive age. Most of the consumers are from Depok city area (63.4 percent). The char- acteristics of the occupation 39.6 percent are students, 20.8 percent are other (can be family). From this data, consumers who buy products are dominated by students and families. Income of respondent is known that 39.6 percent has an income of < IDR 1,000,000, 32.7 percent of IDR 3,000,000 – IDR 5,000,000, and 17.8 per- cent of IDR 1,000,000 – IDR 5,000,000. This shows that consumers who buy prod- ucts at Warung Kopi Tepi Sungai Depok from a lower-middle economy. They are usually sensitive to prices and comparisons with prices of other simi- lar products, so that in determining the price of Warung Kopi tepi Sungai Depok must be careful and with an in-depth study, with the loyalty of consumers who buy products at this café will be maintained. The characteristics of frequently visit, it is known that second – fourth time (41.6 per- cent), and more than sixth time 24.8 per- cent. It shows that consumers who come to the Warung Kopi Tepi Sungai Depok are loyal consumers. To keep loyal consumers, Warung Kopi Tepi Sungai can provide spe- cial prices and always innovate so as not to be abandoned by loyal visitors. Considera- tions for choosing this place, the data ob- tained are 30.7 percent comfortable place and 24.8 percent services provided. This shows that consumers choose the Warung Kopi Sungai Depok because of the conven- ience of the place and service. From the characteristics of consumer motivation, it is known that 43.6 percent is due to afford- able prices and a comfortable cafe atmos- phere. This shows that many consumers feel very comfortable buying products at affordable prices. Table 1. The Distribution of Demographic Characteristics A. Gender F % B. Age F % Male 58 57.4 14 - 19 20 19.8 Female 43 42.6 20 – 25 26 – 34 35 - 43 55 23 3 54.5 22.8 3.0 C. City of Residence F % D. Education F % Bogor Jakarta Bandung Depok Lain-lain 20 6 4 64 7 19.8 5.9 4.0 63.4 6.9 Middle School High School Diploma Bachelor Degree Post Graduate 2 51 32 15 1 2.0 50.5 31.7 14.9 1.0 E. Occupation F % F. Income of Respondent F % Student Private Employee Government Employee Entrepreneur The other jobs 40 28 2 10 21 39.6 27.7 2.0 9.9 20.8 < 1,000,000 1,000,000 – 3,000,000 3,000,000 – 5,000,000 > 5,000,000 40 18 33 10 39.6 17.8 32.7 9.9 G. Frequently Visit F % H. Consideration for Choosing F % http://ojs.unud.ac.id/index.php/eot E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 63 e-ISSN 2407-392X. p-ISSN 2541-0857 First time Second - Fourth time Fifth – Sixth time More than sixth time 6 42 28 25 5.9 41.6 27.7 24.8 Menu Diversity Service Location Discount/Promotional Price Convenience Place The other option 5 25 17 12 31 11 5.0 24.8 16.8 11.9 30.7 10.9 I. Source Information F % J. Motivation F % Family member/Spouse Friends Relatives Social Media/Advertis- ing/Brochure The other source 9 63 22 7 8.9 62.4 21.8 6.9 Affordable prices Cozy Place Interior Unique, distinctive & interesting The other motivation 44 44 8 5 43.6 43.6 7.9 5.0 Source: The Processed Primary Data (2021) Descriptive Statistics The descriptive statistic for respond- ent response of the customer experience affect repurchase intention is presented in Table 2. Table 2. Respondent Response of Customer Experience Affect Repurchase Intention Variable: Customer Experience Labels Means SD Attractive and impressive interior and outdoor styles CES1 4.16 .596 The atmosphere is very friendly with nature and comfortable CES2 4.32 .599 Old Cafe design and unique style atmosphere CES3 4.38 .676 Staffs are friendly CEF1 4.10 .686 Quality of food and drinks CEF2 3.97 .608 Convenient place CEF3 4.16 .628 Café Instagram able CET1 3.37 .845 Provide promotions for members CET2 3.45 .932 Serving a trending menu CET3 3.63 .797 Affordable Prices CEA1 4.22 .657 Direct interaction with customer CEA2 3.94 .719 Memorable Experience CEA3 3.92 .659 Has update information through social media CER1 3.47 .831 Have website to establish a direct relationship with customers CER2 3.18 .942 Special treatment for regular customers CER3 4.12 .671 Variable: Repurchase Intention Labels Means SD Interest Visiting RI1 4.0 .678 Prefer Café RI2 3.47 .855 Recommend to relatives and close friends RI3 3.87 .716 Recommend food, drink, and service RI4 3.76 .838 Interested in Menu and Service RI5 3.77 .705 First Choice RI6 3.18 1.1 Purchase Product Offering RI7 3.53 .657 Looking for update information RI8 3.45 .806 http://ojs.unud.ac.id/index.php/eot E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 64 e-ISSN 2407-392X. p-ISSN 2541-0857 The multi-item statements are de- signed for a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). As seen in table 2 above, the high- est mean value is on CES3 indicator state- ment which is at an average of 4.38 which means that respondents agree that Warung Kopi Tepi Sungai Depok has an interior with old design and unique style atmos- phere. Whereas the lowest mean value is on the statement of customer experience statement CER2 which is at an average of 3.18, which means that neutral respondents state that Warung Kopi Tepi Sungai Depok has not provided website facilities to estab- lish direct relationships with customers. The highest mean value is on Repur- chase Intention RI1 indicator statement which is on average 4.0 which means re- spondents almost all agree that consumers are interested revisit Warung Kopi Tepi Sungai Depok. While the lowest mean value is on the Repurchase Intention RI6 indicator statement which is at an average of 3.18 which means that neutral respond- ents stated that Warung Kopi Tepi Sungai Depok is not the main choice. The standard deviation value has a value close to 1 (whole number) which is between 0.596 to 0.942, and 0.657 to 1.1 which means that the diversity of respond- ents gives answers large enough and is not homogeneous in providing answers to tourist attraction, which means that all an- swers given by respondents vary. Reliability Analysis Reliability refers to a sense that the instrument used in research to obtain the desired information can be trusted (relia- bly) as a data collection tool and able to re- veal actual information in the field. The re- liability test method used is the Cronbach's Alpha method, construct is considered re- liable if the Alpha coefficient is> 0.70 (Sugiarto, Hendratono and Djoko 2015). The reading of Cronbach’s α for all the variables as described in Table 3 exceeds the criterion of 0.70, indicating the survey instrument is reliable to measure all constructs consistently and is free from random error. Tabel 3. Reliability Analysis Variable Number of Items Cronbach’s Alpha Costumer Expe- rience 15 .855 Repurchase In- tention 8 .870 Source: The Processed Primary Data (2021) Results of the Regression Analysis Simple Correlation Analysis is used to determine the relationship between one independent variable to the dependent var- iable. Determination analysis in simple re- gression is used to determine the percent- age contribution of the influence of the in- dependent variable on the dependent vari- able (Sugiyono 2016). Tabel 4. Customer Experience Affect Re- purchase Intention R R Square Ad- justed R Square Std. Error of the Esti- mate .643 .414 .408 3.594 Source: The Processed Primary Data (2021) As seen in table 4, correlation among customer experience on repurchase intention is seen. The R number is 0.643, this shows that there is a strong relation- ship between customer experience on re- purchase intention. The determination co- efficient is obtained by R2 (R Square) by 0.414. This shows that the percentage con- tribution of the influence of customer ex- perience on repurchase intention by 41.4% while 58.6% is influenced by other varia- bles not examined. As indicated in table 5, the results of http://ojs.unud.ac.id/index.php/eot E-Journal of Tourism Vol.9. No.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 65 e-ISSN 2407-392X. p-ISSN 2541-0857 linear regression hypotheses testing, T test to determine the effect of customer experi- ence (independent) on the fixed variable (dependent). Table 5. Hypothesis Testing Results Hy- pothe- sis Statement Score Remarks H1 Customer Experience on Repur- chase In- tention T = 8.356 Sig. = .000 H1 accept H0 reject Source: The Processed Primary Data (2021) In Table 5, the results of the t-test analysis related to costumer experience on repurchase intention at Warung Kopi Tepi Sungai Depok, the t count > t table was ob- tained; 8.356 > 1.660 with a significance of 0.000 (ρ < 0.05). The positive t value indi- cates that costumer experience has a direct relationship with repurchase intention. So, it can be concluded that the costumer expe- rience has a significant influence on repur- chase intention. CONCLUSION Based on the results of the study, the conclusions the dimension of customer ex- perience are: sense, feel, think, act, and re- late positively and significantly contrib- uted to repurchase intention: transactional interest, referential interest, preferential in- terest, exploratory interest at Warung Kopi Tepi Sungai Depok. One of the indicators Customer Experience variables has the lowest value, an indicator of the use of the website Warung Kopi Tepi Sungai Depok. A website needs to be created so that con- sumers can use the website to make reser- vations easily, buy products through the website or find out all the latest infor- mation related to Warung Kopi Tepi Sungai Depok to establish direct relation- ships with customers. While the lowest mean value is on the Repurchase Intention indicator statement stated that Warung Kopi Tepi Sungai Depok is not the main choice. To achieve its, Warung Kopi Sungai Tepi Depok needs to be improving its services, add new menus, and maintain the cleanliness of the Warung Kopi Sungai Tepi Depok. Then, Warung Kopi Tepi Sungai Depok will become the customer's first choice. ACKNOWLEDGMENTS The author would like to thank the Bogor School of Tourism (STP Bogor) who has given assistance in the form of fi- nance. REFERENCES Ailudin, M., & Sari, D. (2019). 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