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All Journal Jurnal Akuntansi dan Manajemen
Praditha Rizky Amalia
Universitas Islam Nahdlatul Ulama Jepara, Jawa Tengah, Indonesia
Economics, Econometrics & Finance Social Sciences

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Pengaruh Pengalaman Merek terhadap Niat Membeli Kembali: Peran Mediasi Kepuasan Pelanggan dan Suasana Toko pada Konsumen Generasi Z Praditha Rizky Amalia; Mohamad Rifqy Roosdhani
Jurnal Akuntansi dan Manajemen Vol. 23 No. 2 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jam.v23i2.435

Abstract

This study examines the effect of brand experience on repurchase intention with customer satisfaction and store atmosphere as mediating variables among Generation Z consumers at X Coffee and Eatery. A quantitative approach was employed using a survey of 139 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that brand experience has a positive and significant effect on repurchase intention, customer satisfaction, and store atmosphere. In addition, store atmosphere positively affects repurchase intention and significantly mediates the relationship between brand experience and repurchase intention. Conversely, customer satisfaction neither affects repurchase intention nor mediates the relationship between brand experience and repurchase intention. These findings extend the application of Expectation Confirmation Theory (ECT) in the coffee shop industry by highlighting the importance of brand experience and store atmosphere in encouraging repurchase intention among Generation Z consumers. The findings also provide practical insights for managers to strengthen brand experience and optimize store atmosphere to encourage repeat purchases.
Co-Authors Mohamad Rifqy Roosdhani