<![CDATA[Purpose – This study aims to examine the influence of brand image, price perception, and store atmosphere on repurchase intention among customers of Hondje Tea Shop in Malang. Design/methodology/approach – This study employs a quantitative research approach to investigate the relationships among brand image, price perception, store atmosphere, and repurchase intention. Data were collected from Hondje Tea Shop customers through a structured questionnaire and analyzed using appropriate statistical techniques to test the proposed hypotheses. Findings – The findings indicate that brand image, price perception, and store atmosphere each have a positive and significant influence on repurchase intention. A strong and relatable brand image enhances customers' emotional connection with the brand, while favorable price perception and a comfortable, well-designed store atmosphere increase customer satisfaction and encourage repeat purchase behavior. Originality/value – This study contributes to the understanding of consumer behavior in the F&B sector by integrating psychological and experiential factors influencing repurchase intention. The findings offer practical implications for small and medium-sized enterprises in creating sustainable customer loyalty through brand positioning, pricing strategy, and in-store experience design.]]>
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