Jurnal Manajemen dan Agribisnis
Vol. 18 No. 3 (2021): JMA Vol. 18 No. 3, November 2021

Why Costumers Have The Intention to Repurchase at Coffee Shops in Bogor? Explaining The Role of Social Media Marketing, Dining Atmosphere, and Relationship Marketing

Alim Setiawan (Department of Management, Faculty of Economics and Management, IPB University)
Caesavela Almas (Department of Management, Faculty of Economics and Management, IPB University)
Dikky Indrawan (School of Business, IPB University)

Article Info

Publish Date
30 Nov 2021

Abstract

This study aims to determine the impact of relationship marketing, social media marketing, and dining atmosphere on customer trust and repurchase intention. This study was conducted by surveying 407 customers who frequently visited Ngopi Doeloe, Popolo Coffee, Ranin Coffee House, Starbucks Coffee, Jco Donuts & Coffee, and The Coffee Bean & Tea Leaf, and Structural Equation Model (SEM) was used to test the research hypotheses. The findings supported the hypotheses that relationship marketing and social media marketing positively affected repurchase intention and customer trust. Relationship marketing had the greatest influence on customer trust in local coffee shops. In contrast, the dining atmosphere did not affect repurchase intention. Keywords: customer trust, dining atmosphere, relationship marketing, repurchase intention,social media marketing

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Journal Info
Jurnal Manajemen dan Agribisnis
Website

Abbrev

jmagr

Publisher

Institut Pertanian Bogor

Subject

Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

Description

Jurnal Manajemen & Agribisnis memuat informasi hasil kegiatan penelitian, pemikiran konseptual dan review bidang ilmu manajemen agribisnis. Jurnal ilmiah ini diterbitkan oleh Program Studi Manajemen dan Bisnis, Sekolah Pascasarjana, Institut Pertanian Bogor bekerjasama Perhimpunan Ekonomi Pertanian ...