Pengaruh Servicescape dan Brand Image terhadap Repurchase Intention melalui Customer Satisfaction pada Customer Maxx Coffee

Abstract

Currently, competition between cafes that provide coffee drinks is very rapid. One way to win the competition is to understand consumer behavior. Such as paying attention to the servicescape of their place of business, brand image in the company, and customer satisfaction. The purpose of this study was to determine and analyze the direct influence of Servicescape, Brand Image and Customer Satisfaction on Repurchase Intention and to see the role of Customer Satisfaction as an intervening variable. The research method used is descriptive associative using a sample of 150 respondents. The data analysis method used is (Partial Least Square) PLS using the Smart PLS application. The results showed that Servicescape and Customer Satisfaction have a positive and significant effect on Repurchase Intention; Brand Image has a positive but not significant effect on Repurchase Intention; Servicescape and Brand Image have a positive and significant effect on Customer Satisfaction; Servicescape and Brand Image have a positive and significant effect on Repurchasetention through customer satisfaction at Customer Maxx Coffee in Medan City. R-Square for the variable of repurchase intention is 0.789 and the variable of customer satisfaction is 0.873. The acquisition of these values explains that the percentage of the large intention to repurchase can be explained by servicescape, brand image and customer satisfaction of 78.9% while the acquisition of the value that explains that the percentage of the large performance of customer satisfaction can be explained by servicescape and brand image of 87.3%.