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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi
Jen Peng Huang
Southern Taiwan University of Science and Technology
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis Alfonsius Alfonsius; Genesis Sembiring Depari; Jen Peng Huang
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 8 No 2 (2021): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v8i2.22171

Abstract

The COVID-19 pandemic has hit the world and bring unprecedented changes to all industries, including the Micro Small Medium Entrepreneur (MSME) of coffee shop businesses. This study aimed to determine the effect of the marketing mix on customer satisfaction to increase repurchase intention in modern coffee outlets. In addition, statistical modeling, segmentation analysis, and variables weighting using Support Vector Machine were performed. Eventually, product, price, and place positively and significantly affect customer satisfaction, while the promotion does not. Customer satisfaction was found to increase the repurchase intention of the customers. The segmentation analysis and SVM weighting attributes support the product quality as crucial to the marketing mix. It is implied that marketers should devise a marketing approach differently to different clusters since each cluster has distinct characteristics.
Co-Authors Alfonsius Depari, Genesis Sembiring