THE INFLUENCE OF ATMOSPHERE, ONLINE REVIEWS AND CUSTOMER VALUE ON REPURCHASE INTENTION
ASA Indonesia University
ASA Indonesia University
This study aims to determine the effect of atmosphere, online review and customer value on repurchase intention at Kina Cafe & Bar. The sampling technique used is accidental sampling with a total of 250 respondents. Data analysis method using SEM (Structural Equation Model) with SmartPLS software. The research results show that the atmosphere at Kina Cafe & Bar does not have a significant influence on repurchase intentions, indicating that the atmospheric elements at Kina Cafe & Bar are not the main factors influencing customers' decisions to shop there again. In contrast, online reviews have a significant influence on repurchase intentions indicating that customers' online reviews can be an important component in determining customers' repurchase intentions. Apart from that, consumer values are also proven to have a big influence on the desire to repurchase. This shows that consumers who feel they get good value from goods or services at Kina Cafe & Bar are more likely to buy again. In this way, Kina Cafe & Bar management can concentrate on continuing to sell goods and services.
Keywords: Atmosphere Review Online Customer Value Repurchase Intention
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