<![CDATA[Jamu is an Indonesian intangible cultural heritage recognized by UNESCO; however, its consumption among urban communities in Jakarta has declined due to perceptions of jamu as an old-fashioned beverage with a bitter taste. Café Jamu Acaraki in Kota Tua Jakarta represents an innovative effort to transform traditional herbal medicine into a modern café experience through improved brewing techniques, packaging, and an aesthetically appealing atmosphere. This study aims to examine the effects of Product Authenticity, Product Innovation, and Café Atmosphere on Repurchase Intention mediated by Consumer Experience at Café Jamu Acaraki Jakarta. This research employed a quantitative approach supported by qualitative data. Primary data were collected through an online questionnaire involving 250 respondents selected using accidental sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) with SmartPLS 4, complemented by NVivo-based qualitative analysis of interviews with café managers. The results indicate that Product Authenticity, Product Innovation, and Café Atmosphere positively and significantly influence Consumer Experience, with Café Atmosphere emerging as the strongest predictor. Product Innovation and Café Atmosphere directly and significantly affect Repurchase Intention, whereas Product Authenticity does not have a direct significant effect. Consumer Experience significantly influences Repurchase Intention and fully mediates the relationship between Product Authenticity and Repurchase Intention, while partially mediating the relationship between Café Atmosphere and Repurchase Intention. These findings highlight that preserving jamu authenticity requires meaningful consumer experiences to strengthen sustainable repurchase behavior.]]>
