THE INFLUENCE OF ATMOSPHERE, ONLINE REVIEWS AND CUSTOMER VALUE ON REPURCHASE INTENTION

Abstract

This study aims to determine the effect of atmosphere, online review and customer value
on repurchase intention at Kina Cafe & Bar. The sampling technique used is accidental
sampling with a total of 250 respondents. Data analysis method using SEM (Structural
Equation Model) with SmartPLS software. The research results show that the atmosphere
at Kina Cafe & Bar does not have a significant influence on repurchase intentions, indicating
that the atmospheric elements at Kina Cafe & Bar are not the main factors influencing
customers' decisions to shop there again. In contrast, online reviews have a significant
influence on repurchase intentions indicating that customers' online reviews can be an
important component in determining customers' repurchase intentions. Apart from that,
consumer values are also proven to have a big influence on the desire to repurchase. This
shows that consumers who feel they get good value from goods or services at Kina Cafe &
Bar are more likely to buy again. In this way, Kina Cafe & Bar management can concentrate
on continuing to sell goods and services.