<![CDATA[Perkembangan teknologi digital telah mengubah perilaku konsumen, di mana Electronic Word of Mouth (E-WOM) menjadi sumber informasi penting dalam memengaruhi keputusan pembelian. Namun, pada usaha kopi keliling, faktor intrinsik seperti kualitas produk dan cita rasa tetap berperan dalam mendorong niat pembelian kembali. Penelitian ini bertujuan menganalisis pengaruh E-WOM, kualitas produk, dan cita rasa terhadap niat pembelian kembali konsumen kopi keliling di kalangan mahasiswa Universitas Labuhanbatu. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 100 responden yang dipilih melalui purposive sampling. Data dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa cita rasa berpengaruh positif dan signifikan serta menjadi faktor paling dominan dalam meningkatkan niat pembelian kembali. E-WOM juga berpengaruh positif dan signifikan, sedangkan kualitas produk tidak berpengaruh signifikan. Temuan ini menegaskan pentingnya konsistensi cita rasa dan optimalisasi ulasan digital untuk meningkatkan loyalitas konsumen. The rapid development of digital technology has transformed consumer behavior, with Electronic Word of Mouth (E-WOM) becoming an important source of information influencing purchasing decisions. However, in the mobile coffee business, intrinsic factors such as product quality and taste remain essential determinants of repurchase intention. This study aims to analyze the effects of E-WOM, product quality, and taste on the repurchase intention of mobile coffee consumers among students at Universitas Labuhanbatu. A quantitative approach was employed involving 100 respondents selected through purposive sampling. Data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results indicate that taste has a positive and significant effect and is the most dominant factor influencing repurchase intention. E-WOM also has a positive and significant effect, while product quality does not significantly influence repurchase intention. These findings highlight the importance of maintaining consistent taste and optimizing digital reviews to enhance consumer loyalty.]]>
