Pengaruh Brand Image, dan Service Quality terhadap minat beli ulang di Coffee Shop Cocodonut
DOI:
https://doi.org/10.61722/jaem.v3i3.11526Keywords:
Brand Image, Service Quality, Repurchase Intention.Abstract
This study assesses whether consumers’ evaluations of Cocodonut’s brand and service experience are
associated with their intention to buy again. The inquiry is situated in Semarang’s competitive coffee
shop market, where attracting first-time visitors is insufficient unless the business can convert them into
returning customers. A quantitative survey was conducted with 167 individuals who had previously
visited and purchased products at Cocodonut. The data were examined using multiple linear regression
in SPSS 25. The estimates show that both brand image and service quality carry positive coefficients that
are statistically different from zero (p < 0.001). The standardized coefficient for service quality is larger,
suggesting that direct service encounters contribute more strongly to the formation of future purchase
intentions. Jointly, the two predictors produce a significant model, with F = 601.706 and p < 0.001. An
R² value of 0.880 indicates that the model accounts for 88% of the observed variation in repurchase
intention, leaving 12% to influences not represented in the analysis. These findings imply that Cocodonut
should preserve a clear brand identity while ensuring reliable, responsive, and consistent service
throughout the customer journey to sustain the likelihood of repeat purchases. This alignment is essential
for converting favorable evaluations into actual return visits.
Keywords: Brand Image, Service Quality, Repurchase Intention.
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