Analisis Pengaruh Self-Image Congruity dan Store Atmosphere terhadap Repurchase Intention dengan Customer Satisfaction sebagai Variabel Intervening di Eighteen 4 Coffee and Eatery

Abstract

This study aims to analyze the effect of self-image congruity and store atmosphere on repurchase intention with customer satisfaction as an intervening variable at Eighteen4 Coffee and Eatery in Medan. The phenomenon of low consumer repeat visits is the background of this study. This study uses a quantitative approach with the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis method. Data were collected from respondents who are Eighteen4 customers through questionnaires. The results showed that self-image congruity and store atmosphere have a significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to have a significant effect on repurchase intention. In addition, customer satisfaction is proven to mediate the effect of self-image congruity and store atmosphere on repurchase intention. These findings provide important implications for Eighteen4 Coffee and Eatery management to improve store atmosphere elements and align brand image with consumer self-perception in order to increase customer loyalty.