Analysis of the Effect of Self-Image Congruity and Store Atmosphere on Repurchase Intention with Customer Satisfaction as a Mediating Variable: A Study at Eighteen 4 Coffee and Eatery

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh self-image congruity dan store atmosphere terhadap repurchase intention dengan customer satisfaction sebagai variabel intervening pada Eighteen4 Coffee and Eatery di Medan. Fenomena rendahnya tingkat kunjungan ulang konsumen menjadi latar belakang penelitian ini. Niat beli ulang merupakan indikator utama loyalitas konsumen. Dengan meneliti niat beli ulang, peneliti dapat memahami sejauh mana pelanggan puas dan ingin kembali membeli produk atau jasa dari perusahaan yang sama. Loyalitas ini penting untuk mempertahankan pendapatan jangka panjang dan mengurangi biaya akuisisi pelanggan baru. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis Partial Least Squares Structural Equation Modeling (PLS-SEM). Data dikumpulkan dari responden yang merupakan pelanggan Eighteen4 melalui kuesioner. Hasil penelitian menunjukkan bahwa self-image congruity dan store atmosphere berpengaruh signifikan terhadap customer satisfaction. Selain itu, kepuasan pelanggan ditemukan berperan penting dalam memengaruhi niat beli ulang, dengan bertindak sebagai variabel mediasi antara kesesuaian citra diri serta suasana toko terhadap niat beli ulang tersebut. Perbedaan penelitian ini dengan penelitian sebelumnya dengan menyatukan variabel self-image congruity dengan niat beli ulang. Temuan ini memberikan implikasi penting bagi manajemen Eighteen4 Coffee and Eatery menyoroti pentingnya meningkatkan elemen atmosfer toko dan menyelaraskan citra merek dengan persepsi diri konsumen dalam rangka meningkatkan loyalitas pelanggan.

The objective of this research is to investigate the influence of self-image congruence and store ambience on customers' repurchase intention, with customer satisfaction serving as a key mediating variable. The investigation is primarily focused on Eighteen4 Coffee and Eatery in Medan. This work was initiated due to the documented problem of decreasing customer repurchase rates, which underlies the motivation for the study. The primary measure of customer loyalty is repurchase intention. By analyzing this intention, the extent to which customer satisfaction is developed and maintained can be determined by the researchers, providing an ongoing advantage to the establishment. This level of loyalty is crucial for ensuring sustained long-term profitability while simultaneously reducing the costs associated with customer acquisition. A quantitative research design was applied in this study, using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method for analysis. Data were collected via surveys administered to frequent patrons of Eighteen4 Coffee and Eatery. The findings reveal that both self-image congruity and store atmosphere exert a positive and significant influence on customer satisfaction. Furthermore, customer satisfaction significantly affects repurchase intention by serving as a mediator in the link between self-image congruence and store ambiance influencing repurchase intention. The difference between this research and previous research is by combining the variable self-image congruity with repurchase intention. These results provide important managerial implications for Eighteen4 Coffee and Eatery, emphasizing the need to improve store atmosphere aspects and align brand identity with consumers’ self-perception to strengthen customer loyalty.