Pengaruh Kualitas Cita Rasa dan Store Atmosphere terhadap Minat Beli Ulang Konsumen pada Asmo Kopi Cinere Depok

Iis Noviyanti; Riri Oktarini; Ibrahim Ali Akbar

doi:10.37481/jmoi.v5i1.242

Authors

Iis Noviyanti Universitas Pamulang
Riri Oktarini Universitas Pamulang
Ibrahim Ali Akbar Universitas Pamulang

DOI:

https://doi.org/10.37481/jmoi.v5i1.242

Keywords:

Taste Quality, Store Atmosphere, Repurchase Intention, Consumer Behavior, Coffee Shop

Abstract

This study is motivated by the increasing competition in the coffee shop industry, where maintaining customer loyalty through repeat purchase intention has become essential. Factors such as taste quality and store atmosphere are considered key determinants influencing consumer satisfaction and behavior. Therefore, this research aims to examine the effect of taste quality and store atmosphere on consumers’ repurchase intention at Asmo Kopi Cinere, Depok. This study employs a quantitative approach with an associative research method. The sample consists of 96 respondents selected using a simple random sampling technique. Data were collected through the distribution of Likert-scale questionnaires. The data were processed using SPSS version 29 and analyzed using multiple linear regression to determine the relationship between variables. The results indicate that both taste quality and store atmosphere have a positive and significant effect on repurchase intention, both partially and simultaneously. Taste quality emerges as the dominant factor influencing consumer decisions, while store atmosphere also contributes meaningfully by enhancing customer comfort and experience. These findings suggest that improving product quality and creating a pleasant store environment can effectively increase customer loyalty and encourage repeat purchases.

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