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The Effect of Servicescape and Brand Image on Repurchase Intention Through Customer Satisfaction on Maxx Coffee Customers

Year: 2024

Type: article

Abstract: The purpose of this study was to determine and analyze the direct influence of Servicescape, Brand Image and Customer Satisfaction on Repurchase Intention and to see the role of Customer Satisfaction as an intervening variable. The research method used is descriptive associative using a sample of 150 respondents. The data analysis method used is (Partial Least Square) PLS using the Smart PLS application. The results showed that Servicescape and Customer Satisfaction have a positive and significant effect on Repurchase Intention; Brand Image has a positive but not significant effect on Repurchase Intention; Servicescape and Brand Image have a positive and significant effect on Customer Satisfaction; Servicescape and Brand Image have a positive and significant effect on Repurchase intention through customer satisfaction at Customer Maxx Coffee in Medan.

Source: International Journal of Economics and Management Sciences

DOI: 10.61132/ijems.v2i1.429

Authors: Riki Thomas Tarigan, Beby Karina Fawzeea Sembiring, Syafrizal Helmi Situmorang

Institution: Universitas Sumatera Utara

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4406452353

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