Why Costumers Have The Intention to Repurchase at Coffee Shops in Bogor? Explaining The Role of Social Media Marketing, Dining Atmosphere, and Relationship Marketing

Authors

  • Alim Setiawan Department of Management, Faculty of Economics and Management, IPB University
  • Caesavela Almas Department of Management, Faculty of Economics and Management, IPB University
  • Dikky Indrawan School of Business, IPB University

DOI:

https://doi.org/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

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Published

2021-11-30

Issue

Vol. 18 No. 3 (2021): JMA Vol. 18 No. 3, November 2021

Section

Articles

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How to Cite

Alim Setiawan, Almas, C. ., & Indrawan, D. . (2021). Why Costumers Have The Intention to Repurchase at Coffee Shops in Bogor? Explaining The Role of Social Media Marketing, Dining Atmosphere, and Relationship Marketing. Jurnal Manajemen Dan Agribisnis, 18(3), 252. https://doi.org/10.17358/jma.18.3.252

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