THE EFFECT OF PERCEIVED QUALITY AND PRIOR EXPERIENCE ON REVISIT INTENTION MEDIATED BY INVOLVEMENT IN STARBUCKS CONSUMERS (CASE STUDY AFTER THE BOYCOTT CALL BY THE MUI IN THE CITY OF BANDUNG)

Authors

Genya Hergina Syabania Universitas Jenderal Achmad Yani
Hariyadi Triwahyu Putra Universitas Jenderal Achmad Yani

DOI:

Keywords:

Perceived Quality, Prior Experience, Involvement, Revisit Intention

Abstract

Competition in the business world is increasing, and one of the fields in the food & beverage business industry sector that is growing rapidly and can compete until now is the coffee café business. One of the coffee café business industries is Starbucks which is a coffee shop brand that has been ranked 1st in a row for the last 5 (five) years. However, at the end of 2023 in the era of the Israel-Hamas war, the MUI issued the latest fatwa no. 83 of 2023 so that Starbucks has declined in all aspects. The purpose of this study is to determine the relationship between the variables of Perceived Quality and Prior Experience to Revisit Intention through Involvement in Starbucks Consumers after the call for Boycott by the MUI in the city of Bandung. Validity tests, reliability tests, classical assumption tests, and multiple regression are part of the data processing in this study. The questionnaire instrument was used as a means to collect data on Starbucks consumers and the number of respondents was 123 people. Testing was carried out with SPSS 25 software. The results of this finding classify perceived quality and prior experience have no effect on revisit intention, perceived quality and prior experience also have no effect on involvement, involvement has an influence on revisit intention, and involvement has a mediating role on perceived quality, Involvement does not mediate prior experience to revisit intention. The difference with the previous research is the object studied in the city of Bandung. The findings are expected to help future researchers and help Starbucks management with relevant plans.

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