Atmosphere and Service in Meal Experience: Determining Factors for Consumer Behavioral Intention at Café Down To Earth Bandung

Abstract

Research on consumer behavioral intentions in the context of thematic restaurants is still dominated by a general approach without elaborating specifically on the role of meal experience dimensions such as atmosphere and service. In fact, these two aspects play an important role in shaping the emotional satisfaction and intention of repeat visits of consumers. This study aims to analyze the influence of atmosphere and service as part of the meal experience on consumer behavioral intention at Café Down To Earth Bandung. This study uses a quantitative approach with an explanatory survey method. A sample of 100 respondents was selected using a systematic random sampling technique from consumers who had visited the café. Data collection was carried out through an online questionnaire and analyzed using multiple linear regression. The results showed that atmosphere and service simultaneously had a significant effect on behavioral intention, with the atmospheric dimension having a dominant contribution. These findings indicate that space design, atmosphere, and service interactions have a key role in driving consumer intent to recommend and revisit. The practical implication of this study is the importance of café managers to develop a holistic and emotional comfort-oriented dining experience as a strategy to maintain customer loyalty.