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,Caesavela Almas,Dikky Indrawan

doi:10.17358/jma.18.3.252

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

Highlights

The habit of drinking coffee has been inextricably linked to human life
The customer trust variable had a significant influence on customer repurchase intention; the findings of this study were consistent with research (Unjaya and Santoso, 2015) that found trust to have a significant and positive influence on customer repurchase intention
While the dining atmosphere variable, the calculation results show that dining atmosphere do not have a direct significant effect on repurchase intention, but must be filtered through a new customer trust variable that did

Summary

Introduction

The habit of drinking coffee has been inextricably linked to human life. Coffee consumption is expected to rise in the future as a result of cultural factors, economic conditions, changes in drinking tastes (presentation of various flavours), perceptions of coffee’s health benefits, and lifestyle changes (Torga and Spers, 2020). Drinking coffee has many roles today, as a source of enjoyment and as a medium to communicate with the public; many people are beginning to like drinking coffee as social media usage increase (Ashbeck, 2020). The growing popularity of coffee and changes in people’s lifestyles have increased the number of coffee shops in Indonesia. One of them is the city of Bogor, which is one of the cities in West Java with a relatively high population density that continues to grow year after year

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