The Influence of Price, Product Quality, Store Atmosphere, And Social Media Marketing on Repurchase Intention Mediated by Brand Trust at Coffee Shop Janji Jiwa in Banda Aceh City

Siti Yuli Maulizar*, Abdul Rahman Lubis, & Sofayanti Utami
Management Department, Universitas Syiah Kuala, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2024.7703

Abstract

The consumption of coffee in Indonesia has been on the rise, evidenced by the increasing number of coffee shops. Janji Jiwa, one of the coffee shops, has expanded its outlets. However, there has been a decrease in sales, leading to the closure of one of its outlets in Banda Aceh city. This study aims to investigate the factors that influence repurchase intention at Janji Jiwa in Banda Aceh City. The variables being examined are price, product quality, store atmosphere, social media marketing, and brand trust as a mediating variable. The study focuses on the residents of Banda Aceh city, with a sample size of 404 respondents selected using the purposive sampling technique. Data is collected through the use of questionnaires, and the data analysis technique involves conducting SEM-PLS. The findings indicate that the factors of price, product quality, and store atmosphere do not affect repurchase intention. However, social media marketing and brand trust have an impact on repurchase intention. Collectively, all independent variables influence brand trust. The brand trust serves as a full mediator on price, product quality, and store atmosphere effect on repurchase intention. Additionally, brand trust partially mediates the social media marketing effect on repurchase intention.

Keywords: Price, Product Quality, Store Atmosphere, Social Media Marketing, Brand Trust, Repurchase Intention

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