<![CDATA[Indonesia's coffee shop industry, the largest in the world, faces intensifying business competition, particularly in the Bogor and Cibinong areas, encouraging owners to build both a distinctive physical experience and a strong digital reputation. This study examines the effect of Store Atmosphere and electronic word of mouth (e-WOM) on Repurchase Intention among customers of Versteckt Coffee, a coffee shop in Cibinong known for its tranquil, European-inspired concept. A quantitative associative approach was applied using purposive sampling, involving 100 respondents who had visited and purchased at Versteckt Coffee and were domiciled in Bogor, with the sample size determined through the Lemeshow formula. Data were collected through a Likert-scale questionnaire distributed via Google Forms and analyzed using multiple linear regression with IBM SPSS Statistics version 31, following validity, reliability, and classical assumption testing. The results indicate that Store Atmosphere has a positive and significant partial effect on Repurchase Intention (t = 13.416 > 1.984; sig. 0.000), and e-WOM also has a positive and significant partial effect (t = 15.649 > 1.984; sig. 0.000). Simultaneously, both variables significantly affect Repurchase Intention (F = 129.104 > 3.09; sig. 0.000), explaining 72.7% of its variance, with e-WOM contributing more (52.6%) than Store Atmosphere (20%). These findings imply that Versteckt Coffee should continuously enhance its atmosphere and actively manage e-WOM to strengthen Repurchase Intention.]]>
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