<![CDATA[This study aims to determine the influence of product diversification, word of mouth, venue comfort, and price on repurchase intention, mediated by purchasing decisions, at Cafe Sports Corner Situbondo. A non-probability sampling technique specifically purposive sampling was employed, involving 120 respondents. SmartPLS 3.0 software was used for data analysis. The analytical methods included convergent validity testing, reliability testing, classical assumption testing, goodness-of-fit (GoF) testing, determination coefficient analysis, structural equation modeling (inner model), and hypothesis testing. The results indicate that product diversification has a significant negative effect on purchasing decisions, whereas price has a significant positive effect. Conversely, word-of-mouth and venue comfort do not significantly affect purchasing decisions. Regarding repurchase intention, venue comfort has a significant positive effect, while product diversification, word of mouth, and price do not show a significant effect. Purchasing decisions were found to have a significant positive effect on repurchase intention. In the analysis of indirect effects, purchasing decisions mediated only the impact of price on repurchase intention; the mediating effects of purchasing decisions on the relationships involving product diversification, word-of-mouth, and venue comfort were not statistically significant. These findings suggest that increasing consumer repurchase intention is primarily driven by venue comfort, purchasing decisions, and pricing strategies that effectively encourage purchasing decisions.]]>
