Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi desain toko, personality karyawan, dan label halal terhadap minat beli ulang Generasi Z pada Harvies Coffee Banda Aceh. Latar belakang penelitian didasari oleh perkembangan signifikan industri coffee shop di Indonesia, khususnya di kalangan Gen-Z yang memiliki preferensi tinggi terhadap aspek estetika, kenyamanan, pelayanan, dan kehalalan produk. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data primer diperoleh melalui penyebaran kuesioner kepada responden Gen-Z yang pernah berkunjung dan melakukan pembelian di Harvies Coffee. Analisis data dilakukan menggunakan regresi linier berganda untuk menguji pengaruh parsial dan simultan variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa persepsi desain toko berpengaruh positif dan signifikan terhadap minat beli ulang, personality karyawan tidak berpengaruh signifikan, sedangkan label halal juga tidak berpengaruh signifikan terhadap minat beli ulang. Secara simultan, ketiga variabel berpengaruh signifikan terhadap minat beli ulang konsumen. Temuan ini memberikan implikasi praktis bagi manajemen Harvies Coffee untuk lebih mengoptimalkan aspek desain toko sebagai daya tarik utama, disertai upaya peningkatan kualitas pelayanan karyawan dan strategi komunikasi terkait kehalalan produk agar dapat meningkatkan loyalitas pelanggan Gen-Z.
Kata kunci: persepsi desain toko, personality karyawan, label halal, minat beli ulang, generasi Z, coffee shop.

This study aims to analyze the influence of store design perception, employee personality, and halal label on repurchase intention among Generation Z at Harvies Coffee Banda Aceh. The research background is based on the significant growth of the coffee shop industry in Indonesia, particularly among Gen Z, who have strong preferences for aesthetics, comfort, service quality, and product halalness. This research employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to Gen Z respondents who had visited and purchased from Harvies Coffee. The data were analyzed using multiple linear regression to examine the partial and simultaneous effects of the independent variables on the dependent variable. The results show that store design perception has a positive and significant effect on repurchase intention, while employee personality and halal label have no significant effect. Simultaneously, the three variables significantly affect repurchase intention. These findings provide practical implications for Harvies Coffee’s management to optimize store design as the main attraction, while improving employee service quality and communication strategies regarding product halalness to enhance Gen Z customer loyalty. Keywords: store design perception, employee personality, halal label, repurchase intention, generation Z, coffee shop.