Pengaruh Store Atmosphere dan Brand Awareness Terhadap Repurchase Intention (Studi Kasus Pada Konsumen Kedai Kopi Janji Jiwa Di Kecamatan Gunung Putri)

Arizal Putra Pratama (Politeknik Negeri Jakarta)
Putra Farhan A Halim (Politeknik Negeri Jakarta)
Mawar O Sinaga (Politeknik Negeri Jakarta)
Wahyudi Utomo (Politeknik Negeri Jakarta)
Riza Hadi Kusuma (Politeknik Negeri Jakarta)

Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Vol. 13 No. 01 (2024): SNRT XIII TAHUN 2024

This study aimed to examine the influence of store atmosphere (encompassing lighting, layout, and cleanliness) and brand awareness (including recognition of logo, tagline, and product quality) on the repurchase intention of Janji Jiwa coffee shop customers in Gunung Putri district. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the research found that both store atmosphere (path coefficient of 0.360, p < 0.001) and brand awareness (path coefficient of 0.503, p < 0.001) had a significant and positive impact on repurchase intention. These findings indicate that efforts to create a comfortable and attractive store atmosphere, as well as strengthen brand image, will positively impact customer loyalty at Janji Jiwa