Hubungan Customer Experience dengan Minat Berkunjung Kembali di Café Maupun Resto Kabupaten Muara Enim

This study aims to describe customer experience, revisit intention, and the strength of the relationship between customer experience dimensions and revisit intention at cafés and restaurants in Muara Enim Regency. Competition in the food and beverage industry encourages business owners not only to focus on product quality and service but also to create memorable customer experiences to retain customers and encourage repeat visits. This study employed a descriptive method with a quantitative approach. Data were collected through questionnaires, observations, interviews, documentation studies, and literature reviews. The research sample consisted of 100 respondents selected using purposive sampling, with the criteria that they were at least 17 years old and had visited or experienced a café or restaurant in Muara Enim Regency within the previous six months. Data were analyzed using descriptive statistics, a one-sample t-test, and Pearson correlation with the assistance of SPSS software. The results indicate that respondents’ perceptions of customer experience were generally positive, with an overall mean score of 3.2773 on a five-point scale. The sense experience dimension obtained the highest mean score of 3.4147. Revisit intention also showed a positive perception, with an overall mean score of 3.5861. The willingness to place the visiting destination in priority dimension achieved the highest mean score, at 3.6670. Pearson correlation analysis revealed positive relationships of varying strengths between customer experience dimensions and revisit intention. The strongest relationship was found between sense experience and intention to recommend, with a correlation coefficient of 0.463, indicating a moderate relationship. However, the relationships between think experience and act experience and willingness to place the visiting destination in priority were not statistically significant. This study concludes that customer experience is associated with revisit intention. Therefore, café and restaurant managers should maintain the quality of customer experiences and develop product and service differentiation to strengthen competitiveness and encourage repeat visits.