PENGARUH WORD OF MOUTH DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA CAFE ALL IN ONE DI PANARUKAN

Abstract

In the era of globalization, business development is now increasing rapidly, one of which is the cafe business. The cafe business in Indonesia becomes one of the most promising businesses that is able to attract people's attention along with people's lifestyles, especially among teenagers and adults. This research aimed to find out the influence of word  of  mouth and service quality on repurchase intention through consumer satisfaction as an intervening variable at All In One cafe in Panarukan District. The population  in  this  study  was  all  consumers  of  All  In  One  cafe. The sampling method used simple random sampling  with  a  total  of  98  consumers  as  respondents. The data analysis method applied Partial Least Squares Structural Equation Modeling (PLS-SEM).

                             The results of direct effect hypothesis test using Smart PLS 3.0 application indicated that word  of  mouth has  a significant positive  effect  on consumer satisfaction, service quality  has  a significant  positive  effect  on  consumer  satisfaction, word of mouth has a significant positive effect on repurchase intention,  service  quality  has  a  positive  but  not  significant  effect  on  repurchase intention, consumer satisfaction has a positive but not significant effect on repurchase intention. The results of indirect effect hypothesis test showed that word of mouth does  not  significantly  influence repurchase  intention  through  consumer satisfaction,  service quality  does  not  significantly influence  repurchase intention  through  consumer  satisfaction.