CUSTOMER REPURCHASE INTENTION: THE INFLUENCE OF SERVICE QUALITY, PRICE FAIRNESS, ATMOSPHERE, AND CUSTOMER SATISFACTION AMONG COFFEE SHOPS IN JAKARTA

Abstract

Purpose The goal of this study is to examine how service quality, atmosphere, price fairness and customer satisfaction influence customer repurchase intention toward coffee shops in Jakarta, and to identify the most influential factor of customer repurchase intention toward coffee shops. Design/Methodology/Approach This research is a quantitative study that employs primary data. The data were collected using Google Forms from prospective respondent, who were all the customers who had visited coffee shops in Jakarta and were chosen through purposive sampling and snowball sampling. The analysis included 300 respondents. This data were validated using construct validity and reliability, and the hypotheses were tested using structural equation modeling. Findings According to the findings of this study, service quality, price fairness, atmosphere, and customer satisfaction all influence customer purchase intentions toward coffee shops in Jakarta. Meanwhile, the factor that influence repurchase intention has discovered. Originality/Value This study provides tentative into the impact of price fairness, atmosphere, service quality, and customer satisfactions on customer repurchase intentions in coffee shops in Jakarta.