ANTECEDENTS OF CUSTOMER SATISFACTION AND ITS CONSEQUENCES ON REPURCHASE INTENTION
Keywords:
Product Quality, Brand Image, Customer Satisfaction, Repurchase intentionAbstract
The proliferation of coffee shops in Bali is a new phenomenon, where many social and contemplative activities are now often conducted in coffee shops. This development poses a challenge for coffee shop entrepreneurs, especially Jenar Kopi, to compete and grow their brand, while also presenting a business opportunity as coffee shops appear to be very profitable in the future. This study aims to explain the influence of product quality and brand image on repurchase intention, with customer satisfaction as a mediating variable. The reason for conducting this research is the development of the Theory of Planned Behavior (TPB) implemented in the Jenar Kopi MSME in relation to the variables of product quality, brand image, customer satisfaction, and repurchase intention. The research was conducted on 100 customers who frequently visit Jenar Kopi Bali, using Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis techniques.
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