PENGARUH SUASANA TOKO DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI ULANG KONSUMEN KOPI TUKU GUBENG SURABAYA

Abstract

The coffee shop industry in Indonesia is growing rapidly, especially among Generation Z, who consider coffee shops to be part of their lifestyle. The purpose of this study is to examine the influence of store atmosphere and electronic word of mouth (e-WOM) on repurchase intention. A quantitative approach was used with a survey method involving 96 respondents, namely consumers who had made at least two direct purchases at Kedai Kopi Tuku Gubeng, Surabaya. Data analysis was performed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique. This study found that the store atmosphere has a significant effect on repurchase intention (p < 0.05), as does electronic word of mouth (e-WOM), which has been proven to have a significant effect on repurchase intention. These findings indicate that a comfortable store atmosphere and positive reviews from other consumers on social media can encourage consumers to make repeat purchases in the future.