Research Paper
Year: 2021 | Month: February | Volume: 8 | Issue: 2 | Pages: 347-361
DOI: https://doi.org/10.52403/ijrr.20210248
Repurchase Intention of Millennial Generation in Coffee Shop with the Coffee-To-Go Concepts
M. Fajar Gumilang1, Lilik N. Yuliati2, R. Dikky Indrawan1
1IPB University, School of Business, Jl Raya Padjajaran Bogor, Indonesia
2Departement of Family and Consumer Sciences, Faculty of Human Ecology, IPB University, Jl Kamper Kampus IPB Darmaga, Bogor 16880
Corresponding Author: M. Fajar Gumilang
ABSTRACT
Competition for coffee shops in Indonesia is getting tighter and continues to increase, especially for coffee shops with concepts coffee-to-go. Shop coffee-to-go is a coffee shop concept that is sold in minimalist outlets that do not provide space for dine in, as well as sales focused on online. This study aims to analyze the influence of product and service quality, electronic word of mouth, and brand image on satisfaction and repurchase intention of shop consumers coffee-to-go on social media. The data collection technique uses non-probability sampling with questionnaires distributed online throughout Indonesia with 226 respondents. Futhermore, data analysis in this study is using SmartPLS 3.0 software to analyze the Structural Equation Modelling (SEM) method and descriptive analysis. The results showed that users are dominated by female aged 21 to 25 years and the majority of respondents buy products from the tavern brands coffee-to-go in Java Island. In this study the four indicators used to form customer satisfaction variables have a CSI calculation value of 80 percent, so the CSI test results illustrate that overall respondents who have bought and consumed products are in the satisfied. the three variables in the form of product and service quality, electronic word of mouth, and brand image has a significant positive effect on the variable consumer satisfaction and repurchase intention, and the consumer satisfaction variable has a significant positive relationship with the repurchase intention of the shop consumers coffee-to-go.
Keywords: coffee-to-go shops, marketing, millennial generation, SEM, social media.
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